The Evian advertising campaign features babies rollerblading and playing with Evian water bottles to represent the water as fresh, healthy and allowing carefree enjoyment like babies. The ad aims to show drinking Evian can make adults as healthy as babies. It targets all ages and social classes. Some regulators could ensure the ad follows content rules and assigns an appropriate age rating. The Lucozade campaign depicts a man defeating a giant with a slingshot after drinking Lucozade to demonstrate its energizing effects allow accomplishing feats. However, it only includes men and was criticized for its humorous take on a biblical story. Both use humor and product placement to engage audiences.

1. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
A. The aims and objectives of the campaign Evian, was to show audiences the advantages of their product, which is a bottle of mineral
water – the start of Evian was founded in 1829 by the Societe des Euax Minerals mineral water company was founded. Although, Evian
was first discovered in 1789 when a natural water source was found by a local French nobleman, Marquis de Lessert, in the town of
Evian-les-Bains. While on a walk Marquis drank some of this water, and began drinking it regularly when he found out how “light and
easily drinkable” the water is. Evian has not won any awards, but has been described as “the healthiest.” In the advertisement for
Evian, we are shown babies messing around in roller-skates with bottles of Evian scattered around their play area.
The reason Evian has chosen baby’s to be in their advert is because normally babies have perfect health – they are innocent and clean,
just like the mineral water. Evian has used baby’s to hint at the fact that if a person was to drink their brand, they can also be
healthy, clean and carefree like the babies in the advert.
B. For the Evian campaign, the target audience is men and women of all ages, who are most probably in middle class and are interested
in their water being fresh and healthy for their bodies.
C. For Evian, the campaign message is showing the audience and potential buyers that their mineral water is healthy and good for your
body. The use of babies advertising Evian water reflects and represents the water itself – like Evian, baby’s are new, fresh, healthy
and happy. They are also clean, as is the water. Evian is showing audiences how healthy their water is by comparing it to babies having
a good time.
D. Evian has used a unique method to help attract attention from the audience. Babies messing around in roller-skates is a very weird
scenario, so it automatically grabs their attention whether that be because of humour or confusion. This humour will most likely grab
the attention of younger audiences. The song in the background is well known and nostalgic to older audiences, so this will help grab
their attention.

2. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
E. The use of representation is very diverse in the Evian campaign. In the advert, there are babies of different ethnicities and
races, making the product aimed at and for everyone. For the Evian campaign posters (people wearing baby t-shirts) there are
different age groups, gender, and ethnicities used – again, Evian have made everyone feel included in this weird and funny advert.
F. Evian’s message of their water being healthy and beneficial, and their tagline “Live young” can be easily accessed by the
audience by looking at the water bottle label itself.
H. In July of 2020, Evian got themselves into some controversy after Swiss researchers found residues of the banned pesticide
chlorothalonil in the mineral water, according to the Sonntags Zeitung newspaper. However, Evian hasn’t had any legal or ethical
problems, or problems with copyright, meaning they have always asked permission to use things like music, and locations.
I. ASA is the UK’s independent advertising regulator – they make sure ads across the UK stick to the advertising rules, like if it is
age appropriate by checking the amount of violence or sexual scenes.. ASA can help make sure the Evian advert applies to
audiences in regards to being appropriate to viewers.
OFCOM is the office of communications, a regulatory body supervising the communications industry, They protect people who use
internet sites and devices, and protect them from things like hackers and viruses.
The BBFC protect the public, and especially children from content that might raise harm risks. They also assign age ratings on TV
adverts based on their content. For the Evian advert, the BBFC could assign an age rating and check if the advert has stuck to the
advertising codes and is not showing anything too inappropriate.

3. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
People of different ethnicities,
races, age and genders – making
everyone feel included and seen,
so now everyone feels like they
can use the product.
Recognisable tag line
Baby t-shirts, which references the
popular Evian adverts which audience’s
will recognise due to the uniqueness of
the advert.
The alps – where Evian
water was founded at the
foot of the alps in the town
of Evian-les-Bians.
G.

4. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
As soon as the advert starts,
the audience is already aware
of what the product is, and
what the purpose of the advert
is. They also have been made
aware that they are about to
find out the effect of Evian
water and what effect it has on
their body.
The Evian advert is just of babies roller-skating around having fun, and also using
the bottled water as an obstacle. The reason Evian have used babies to promote
their product is because they may be comparing their water to babies – like babies,
their water is fresh, healthy and if you drink Evian, you can be as carefree and
happy as the babies in the advert. Evian could have also based their advert on babies
due to how unique the advert would be. The advert itself is very weird and funny,
and also incredibly memorable. The dancing babies in roller-skates will attract
attention from the younger side of the target audience due to the strange humour
and the weirdness. On the other hand, the song in the background, which is called
Rappers Delight by The Sugarhill Gang released in 1979, will attract older audiences
due to the songs popularity in earlier years. Older audiences will recognise the song
and become curious. The babies in the advert are also of different ethnicities and
races, along with gender (although it is hard to tell what baby is female or male.)
Long shot
focused on
the product.

5. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
A. The objective of the Lucozade campaign is to show audience’s that their drink gives you energy and is helpful in completing difficult
tasks, since it gives you energy and wakes you up. Lucozade is a UK based drink and is sold all over Britain. It was created by Thomas
Beecham, from Newcastle in 1927. Thomas made this drink out of glucose syrup to provide a source of energy to people who were ill. So,
it stands to reason that Lucozade’s original name was Glucozade until 1929 when they removed the first letter from its name.
B. However, for the Lucozade campaign – that specific advert is mainly targeting men from 15-45, who are in middle class and are
interested in getting energised from a tasty drink. The reason I think this advert is targeted towards men is the lack of women in the
advert.
C. The message in Lucozade is that the benefits of drinking Lucozade is that you can complete certain tasks with energy and confidence.
In the advert, Lucozade has used a story about a man destroying a giant with a slingshot after drinking some Lucozade, showing the
audience that the impossible can be done after consuming the energy drink.
D. Lucozade has used an event from the Bible (which is well known) so this will help gain attention from perhaps Christian viewers. The
advert also contains common humour used by 15-40 year olds – blunt, sarcastic humour. Since this type of humour is used to help attract
their specific target audience, they can now relate to the advert and the product and become intrigued.
E. Compared to Evian, Lucozade’s representation of gender is lacking. In the advert, there are only men involved, most of whom are
white. This automatically excludes any women in the audience as they feel unseen – they may feel like this product is not made for them,
or they are not supposed to drink it. Since this story is included in the bible and made light hearted with modern day humour, some
Christians may take offence to this advert and think that Lucozade is mocking the Bible and the story itself. Although, due to the
modern humour, younger target audiences will be able to relate to these dead-pan and funny characters.

6. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
F. Lucozade’s message can be accessed by reading the label on the bottle. The advert was slightly popular when it was
released 5 years ago in 2018. To grow their audience, Lucozade has also collabed with other companies with the same
objectives as them, and the same target audiences.
H. Lucozade got into controversy with their “David and Goliath” advert with mainly Christian viewers, as they thought
Lucozade was making a mockery out of the bible story. A petition was even started to take down the advert since
Lucozade added light and modern-day humour to the story.
I. ASA is the UK’s independent advertising regulator – they make sure ads across the UK stick to the advertising rules,
like if it is age appropriate by checking the amount of violence or sexual scenes.. ASA can help make sure that the
content in the Lucozade advert is appropriate to viewers and that the content shown applies to the target audience.
OFCOM is the office of communications, a regulatory body supervising the communications industry, They protect
people who use internet sites and devices, and protect them from things like hackers and viruses. This can relate to the
Lucozade advert since they are under OFCOM’s files for drinks recommended for adults. The BBFC protect the public,
and especially children from content that might raise harm risks. They also assign age ratings on TV adverts based on
their content. For the Lucozade advert, they can assign the advert an age rating depending on the content shown.

7. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
Their slogan saying that
with help from their drink,
people can do “anything”
with the energy that
comes from the drink.
Lucozade are also saying
that they can beat the
apposing drink companies –
their drink is better.
The product is being
made to look like it is
glowing due to the
sunlight, making the
product more
noticeable. Also
suggesting that their
product is pure and
full of energy like
the sun.
The advert is based on a well known story from the
bible, therefore attracting audiences who know what
the story is about. Although, this did aggravate some
Christian viewers.
Again, product is being accentuated in the
sun – suggesting the purity of the product
and the energy it brings to people who
drink it, e.g like this man here.
G.

8. Media Advertising Unit
LO1: Know how existing advertising campaigns
embed advertisements across a range of media products
Although the
entire advert
consists of
only men –
leaving
women out
and making
them feel
like they
cannot use
the product
or the
product has
not been
made for
them.
Product and slogan
used at the end of
the clip so audiences
know what they are
watching.
• Adding the dead-pan , sarcastic and modern humour into
this advert will help attract the target audience, which
is men of the ages 14-50. The reason why this advert
seems mainly targeted towards men is the lack of female
representation included. Even though the dry humour will
appeal to the younger target audience, this advert did
still cause controversy and upset some Christian people
due to the humour – therefore making the advert less
enjoyable due to the controversial background.