This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders

1. Case study-
How Evian
Became market
leaders ?

2. History
• Owned by French
food products group
Danone which
acquired the brand
in 1968
• Initially was sold in
glass bottles
branded as a
medicine with
miraculous healing
properties

3. Success Mantra
“Has constantly focussed on continuous innovation in their
products as well as a powerful and original communication to its
consumers”
1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016
Evian begins selling in glass bottles
Starts selling in PVC bottles
Purity
High-end positioning
Live young
Baby & me campaign starts
Today
September 10, 2016
Targeted Babies
The Original
Water babies ad campaign starts
Health
Alps as its theme
Live young
Roller babies campaign starts

4. Marketing
communications timeline
-1930’s
• Positioned itself to be the “perfect water
for babies”
• Targeted mothers, mid-wives, doctors
specifically

5. Marketing
communications timeline
-1950’s
• Still focussed mainly children with an added importance
to health
• However the biggest development was the inclusion of
the theme of alps
• Gave a sense of ethnicity to the brand and emotional
bondage with customers of that region

6. Marketing communications
timeline -1980’s
• The theme of “purity” was chosen to differentiate the
brand with competitors
• Enabled High-end positioning with its own loyal
costumer segment
Slogan :
“the water you drink is as important as the air you
breath”

7. Water Babies Campaign
• The 1998 campaign made the
brand symbolize youth
• It was very successful ad with
a rating of 94%
• However Evian segmented this
ad just to Europe.
Globally, the brand focussed on
purity and used the slogan “the
Original”

8. Economic crisis !
• People started opting for cheaper alternatives which led
to a dip in sales
• To stay competitive the brand was restructured

9. Situation Now:
• Premium popular brand in France, Switzerland, UK, Belgium
• Was only sold at urban centres to a specific target group in other
countries i.e. an narrow urban market
• Product was positioned based on the market
Solution
“ Unification of brand communication on a global level”

10. Roller Babies Campaign
• To do this they came about with Roller
babies campaign with a single clear
message, “Live Young”
• The ad was an instant hit and spawned
over 254 million views. It currently
holds the record for the most number of
views on YouTube

11. • The use of humour coupled with the cuteness of the babies led to the virality of the
video. To further add to the buzz, it was remixed by several artists to make roller
skater baby a cultural symbol
Advert of the year by
Time Magazine, Wall
Street Journal, and
The Guardian

12. Baby Inside campaign
• The campaign was an
extension to the roller baby to
cater to a larger globalized
audience especially in Asia
• Captures Evian’s vision of
youth, which is most of all an
attitude, an openness to the
world and to the unexpected,
regardless of age
• Maria Sharapova was the
brand ambassador of the
campaign

13. Baby & Me ad Campaign
• It shows a group of people seeing "baby versions" of
themselves in a shop window, before beginning to dance with
them
• Captures Evian’s vision of youth, which is most of all an
attitude, an openness to the world and to the unexpected,
regardless of age
• The same video was advertised over several traditional
channels such as during Britain's got talent, during cinemas
such as “The Great Gatsby” as well as online presence via
YouTube where it garnered over 130 million views
• An app was also created which allows users to see themselves

14. As a result of this
campaign, Evian’s
sales have grown
significantly up to
7 % for the first 3
quarters of the
year.

15. Marketing channels
• Uses a combination of digital and traditional media
Social media presence Traditional media presence

16. Event associations
• Evian created the first Woman’s
golf open championship which is
currently aired in over 167
countries
• It is also the official water brand
for Wimbledon and has roped in
Maria Sharapova to its brand
ambassador
• It also supports various causes
such as environmental protection,
education for children for which it
partnered with organizations such

17. Experiential-
#LiveyoungJanuary
• Experiential pushes are those in
which crowd engagement takes place.
• It might take place online through
several activities such as take a selfie
of oneself pulling a squirrel face or
offline during events or other
activities like giving away space
hoppers

18. What did Evian do right ?
• Evian has constantly created a range of very shareable content
that just clicks with its consumers
• The have an array of successful campaigns where they have:
Used babies which have a natural universal appeal
Assured a lack of language barrier
Use of humour i.e. its tongue in cheek ‘cool’
Broad premium product appeal
• Minimised the use language, and words, and use music,
preferably a well known sound track, as it makes communication
much easier to be understood and shared

19. Where they could improve?
• Use of apps may turn out to become messy and
uncertain
• Social media accounts such as twitter must be put to
very active in order for it to be successful
• A brand ambassador must not only be universally
known but also universally followed
• Better integration of online and offline media with a
greater number of campaigns

20. Recap
• Evian has proved that a brand has to continue to innovate around the
brand, not necessarily in terms of the product itself, but how it is
packaged and all its various touch points.
1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016
Evian begins selling in glass bottles
Starts selling in PVC bottles
Purity
High-end positioning
Live young
Baby & me campaign starts
Today
September 10, 2016
Targeted Babies
The Original
Water babies ad campaign starts
Health
Alps as its theme
Live young
Roller babies campaign starts

21. Disclaimer
Created by M.S.Seshasayee, NIT
Trichy, during a marketing internship
by Prof. Sameer Mathur, IIM Lucknow