evaluating existing campaigns - evian and lucozade

1. ADVERTISING UNIT
Existing advert campaign fact file – M1, EVIDENCE
TASK

2. M1 - EVIAN
The Evian 'live young' campaign started in 1998 when it aired its first tv 'live young advert' of babies doing synchronised swimming in a pool, introducing the
computer-generated babies doing professional sports and activities that most would find difficult to achieve, which eventually became their staple/ recognisable style
for the ongoing years. In 2009, one of their most successful 'live young' tv campaigns 'babies on roller-skates', was aired on tv. This ad followed a bunch of babies
doing various hard tricks on roller-skates, such as jumping over each other, hip hop dancing, and even doing tricks with the Evian water bottle making sure they
included the product while doing close up long shots of the bottles. They even include the baby theme in their 'live young' print adverts where they use humor with
some by having half an adult body doing some sort of sport then cropping a picture of a baby at the head of the image. They also use all sorts of models holding the
Evian bottle while wearing a plain white baby body shirt and a landscape print advert of an adult then a baby that looks like the older model wearing tiny versions of
the older model's clothes. I believe they did this for their 'live young' campaign as having baby versions of adult models pretty much says the message without saying
it about how drinking Evian's water will keep you or make you feel young. Due to their inclusivity with models, I believe that Evian tries to target all genders and
ethnicities. In terms of age, I believe they are targeting older audiences going from 20 to 50+ as all their models are above the age of 18 (minus the babies) because
you don’t really need a drink to 'live young' if you're under the age of 20 as that’s past teen and child years. As Evian's water gives you an energy boost, strong enough
to make you feel young again, I believe they are most definitely targeting audiences with a healthy lifestyle or do activities and sports. They also target global warming
activists or people who are passionate about reducing carbon footprint as one of Evian's main goals is to reduce carbon footprint along with their bottles being made
100% from recycling. Evian targets the large majority, but mostly older audiences, I believe they are trying to target C1 – D on the social grade scale as
these audiences would most likely have older audiences and they have majority of the population in these target audiences therefore gaining a wider audience base
which would make more profits. You could argue that the mainstream audience meets Evian's audience reach, as Evian is a very popular brand that supports reducing
carbon footprint, but due to its popularity audiences would buy it as its everywhere and they most likely see family and friends drink Evian, so they assume it’s the
best. However, in my opinion Evian is more the explorer on the 4Cs scale. This is because these people are driven by a need for discovery with products that are
thought or promoted to be this lifechanging remedies, which is what Evian is trying to promote as they're synomous with health. Evian now fully aims to make their
natural mineral water more sustainable and achieved the global Carbon Neutral certification from Carbon Trust in April 2020. Evian wants to build a conscious culture
by reducing carbon footprint and making the planet less intoxicated. Empowering positive change is also a goal of theirs, by collaborating with other companies for
them to also reduce carbon footprint and be a positive influence. The message of Evian is 'live young', this simplifies the waters effects of how it boosts blood flow and
boosting the production of enzymes (which basically means it boosts your bodies energy) into a metaphor as it technically can make you feel younger for a while.
Evian is consistent in its message by reusing their baby doing various sports or younger version of adult ideas. This is good as Evian is making their own recognisable
staple as audiences will start to see generated babies and immediately think of Evian especially because this idea matches their campaign message perfectly of 'living
young' which is largely seen in their print adverts with the older model next to the baby version of them in the miniature clothes the model is wearing. The main
strengths of Evian's campaign is that even though they reuse the same baby idea they always spice it up or make a new plot for tv adverts so the audience don’t get
bored and risk losing interest in the product due their boredom of the adverts. A weakness, however, is that even though they keep spicing things up it has been going
on since 1998 – 2021 and they're eventually going to start running out of ideas as the idea is starting to become overused which will end up getting audiences bored
of the product resulting in a loss of their success they’ve made.

4. M1 - LUCOZADE
Lucozade's 'energy beats everything' campaign started on 23rd April 2018 when they launched their tv advert on national television, which was a humorous spin off
based on the Bible story of 'David and Goliath tale.' The tv advert consisted of David and his mates sitting at home, after he got back from his fight with Goliath, and
having a humorous conversation saying such things as ' you can't call people giants that’s offensive' along with Goliath coming back for round two which David
proceeds to sigh and drink Lucozade to regain his energy. When he does this holy music starts playing while the sunsets light shines on David and the bottle expressing
the drinks effect in regaining energy. They used paint filters and images on rocks on their print adverts to keep this theme going for their campaign. Lucozade is aimed
at people who exercise a lot by either going to the gym or doing sports. Their drinks or for people who are looking for an 'on the go' soloutions to combat their
tiredness but are put off by the taste, image or ingredients. Lucozade tries to aim their drink towards all genders, but they mostly include male models and boyish
stereotypes in their advertising medias such as their giant tv advert which only included men. due to Lucozade being made for excerisises its assumed that its suitable
for those who are after a healthy lifestyle and kids shouldn't be thinking about things like that a young age, so I assume Lucozade is aimed at adults aged from 17/18
and over. Plus, Lucozade is not recommended for under 16s and has been marketed in some places for 16+ only. Lucozade's are roughly no more than £1.96 and can
even be included in Tesco meal deals which is why I believe Lucozade is targeted at C2 on the NRS scale as gym memberships are quite expensive and there isn't really
any reason to be buying Lucozade if you're not going to be exercising. I think the only thing audiences can relate to from the advert is the way the friendship group in
their tv advert joke around with each other and how they talk and act. However, if we're talking about the campaign message as a whole, I think all audiences will
relate to the need for an energy boost as everyone can experience a burnout especially when doing physical activities. Lucozade's campaign message is 'energy', as
said on their bottles, or 'energy beats everything' on their adverts. The unique selling point here is that Lucozade is telling their audience that they can suddenly
regain their energy when they drink Lucozade, and the adverts slogan tells them that the energy Lucozade gives you will help you combat anything. Lucozade claims
their aim is all about unlocking the potential of people's positive energy as back in 1927 it was originally used to replace lost energy due to sicknesses. Lucozade
manages to keep their 'energy beats everything' message by using characters from stories and films where they have to use a lot of energy strength wise. For
example, the use of Goliath and David's battle in their adverts and keeping the theme of the time period by using paints and rock carvings/ paintings. They also did a
Tomb raider collab. A weakness of Lucozade however is that they seem to only target male audiences as they only use content and models that would stereotypically
appeal more to a male audience, for example their 'energy beats everything' campaign only involves male actors which is bad as woman may feel as if because
Lucozade's adverts don't apply to them the product is therefore not for them therefore losing audience numbers. However, a strength of Lucozade is that they tend to
keep their adverts matching their campaigns key message of energy beats everything and always make it obvious that the product is the source of this sudden energy
or strength boost. An example of this is their Goliath and David tv advert where David drinks a bottle of Lucozade to regain strength and in the same print advert David
is drinking Lucozade while standing triumphally on Goliath's body.

6. M1 -CONCLUSION
Overall, comparing the two together Evian has to be the most effective campaign. This is because unlike Lucozade, Evian has managed to come up with a memorable
style using the babies whereas Lucozade went from using a humorous spin off a Christian tale to a tomb raider print advert therefore making it not memorable.
Especially because the two contents used don’t match Lucozade at all so either way it's going to be hard for the audience to remember whose adverts belong to
Lucozade. Whereas, Evian has successfully accomplished this by using the baby idea since 1998 and is still ongoing, this means that audiences will see these generated
babies on print and tv adverts and immediately recognise it as evian as they have been using this idea for years. However, you could argue that audiences may be
getting bored of seeing the same thing over and over again which may result in Evian losing audiences due to their boredom. This means that Lucozade may excels in
this area as you could argue that they are trying to keep audiences intrigued by using new content and ideas especially with popular contents such as Tom Raider.
However, Evian is still the most successful campaign as they have managed to make all their adverts not only live up to their key message of 'live young' but they all
also link together as they use the same premise of ideas and still managed to keep audiences intrigued by it minus keeping the idea ongoing for years.