Evian water began in 1789 when a Marquis drank from a spring and claimed it made him healthy. In 1826, doctors began prescribing the water and in 1829 the first mineral water company was founded. Evian water began being sold in glass bottles in 1908 and entered the US market in 1978. Their ads mostly use blue, white, and red colors with humor tones. Their 1998 "Roller Babies" ad was particularly notable. Perrier water began in 1898 when a local doctor bought a spring in France. In the early 1900s, a Britisher renamed it Perrier and began marketing it as a hip, trendy water. However, in 1990 benzene was found in some bottles requiring a

1. Case Studies in Advertising
CASE STUDY 1: EVIAN
Slogan:Live Young
Back in 1789, the Marquisof Lessert drankregularlyfromthe Sainte Catherinespring.He claimed
that itmade himhealthyagain,since he hadbeensufferingfromliverandkidneyproblems.Doctors
beganprescribingthe waterbutitwasn’tuntil 1826 thatthe Duke of Savoygave permissionto start
bottlingthe water.Three yearslater,the firsteverMineral Watercompanywasfounded,named
Société desEaux Minérales.In1908, after yearsof becomingpublicandbecominga legal company
againafter the governmentlegalisedbottledwaterin1878, Evianwaterbeganbeingsoldinglass
bottles.Laterthatcentury,in1978, the companymade an entrance intothe US market.In1995, the
bottlesswitchedtoPETbottles,whichwere collapsible.In1998, the companyreleasedthe mix
albumClubNation,inpartnershipwithVirginandEMI.11 years later,theywouldrelease the Roller
Babiesad,whichwas laudedaroundthe nation.
Theiradvertsmostlyuse the colorschemesof white,blue
and red.Blue andwhite are particularlyrepresentative of
the product,withconnotationsof ice andcool or
refreshing.The redisnotan angry,sharp red,and is
more mellow andrelaxing,beingslightlybluerinits
shade.Anangry redwouldprobablyconnote angertoomuchto trulysell the product. Usuallythe
advertstake on a humoroustone,the RollerBabiescampaignbeingparticularlynotableforthis.In
the printadvertsfor that campaign,the people tomatchwere usuallyyoungpeople intheirtwenties
and earlythirties,makingthe printadvertsalsoappeal toa younger,cooleradvert.
CASE STUDY 2: PERRIER
Slogan:The Ultimate Refreshment
The Les BouillensspringinFrance wasboughtby LouisPerrier,alocal doctor,in 1898. He usedit as
botha spa anda source forbottlinghisownwaterfor sale.BritisherSt. JohnHarmsworthboughtthe
springfromPerrierwhenhe firstmovedtothe country.He renameditSpringPerrierandclosedthe
now-unfashionablespathatwas still there,insteadoptingtoonlysell bottledwater.Itwas
Harmsworthwhocame up withthe greenbottlesforwhichthe brandisknown. He alsobeganto
marketit as a hipand trendywaterthroughthe fact that it wasFrench. However,manyyearslater,
in1990, a North Carolinalab foundbenzeneinateston the water.
Around160 millionbottleswere withdrawnfollowingthis.
Theirad campaignsveryrarelyfollowaspecificcolourpalette,but
usuallyrelyon a cool aesthetic,includingthe meltingadvertswhich
showedvariousscenesof warmthandof stereotypicallyrichpeople
on holidayreaching forPerrierwaterwhile everythingaroundthem
melts.Anotherwaytheyhave advertiseditisthroughasmart setof
ads whichshowvariouspeople wearingat-shirtof a famousperson
or image lookingator reachingforthe directionof the water.My favourite isthe one featuringET
pointingtowardsthe waterina fridge. These andthe meltingadvertsare mostlydesignedforthe
youngadultsand people intheir20swhocan appreciate the adverts,aswell asthe hipnature of the
waterthat it hasheldas a reputationsince itwasfirstmarketedbyJohnHarmsworth.