Evian manages the mass communication of its bottled water brand across 140 countries. It has a net worth of $1.027 billion but consumers are turning to less expensive brands, requiring Evian to reconstruct its premium and luxury brand image. Previous ad campaigns featured babies on rollers or a message to "reconnect with your inner child." Future campaigns will need to consider target markets, crowd psychology, cultural factors, and economic conditions to reposition Evian as a premium luxury brand.