Evian's "Live Young" campaign featured babies mimicking adult activities like swimming and rollerblading to market their water as unlocking youth. Ads like "Roller Babies" were hugely successful online. Despite sales drops during recessions, the campaign remained effective by capturing audiences' attention through humor. Lucozade's "Energy Beats Everything" campaign's first ad, depicting David drinking Lucozade before fighting Goliath, offended religious viewers. Collaboration with Tomb Raider helped attract new demographics but representation issues remained. Evian's baby-focused humor proved consistently popular and profitable compared to Lucozade's more controversial religious mockery.

1. M1

2. Evian's ‘Live Young’ campaign originated via 1935 with Evian Water being recommended by doctors as the perfect
water for babies due to its pH-neutral mineral composition, thus laying a foundation for the company's' ethos and
future marketing campaign; Live Young. When reflecting themes of youth, health and purity within their
advertisements, Evian looked at featuring ‘athletic babies’ to sell their drink as a healthy and energising product
that will unlock buyer’s ‘inner youth’. The idea mainly being developed in the late 90’s with 1998’s ‘ baby swimmers’
featuring a group of nude babies in a swimming pools performing synchronised swimming set to Marilyn Monroe’s
‘Bye Bye Baby’. Though the ad was initially only broadcasted in France on its year of release, when it eventually
reached a wider mass audience, there was a successful reaction from majority of viewers finding the concept to be
unique and memorabile through its comedic aspects. This in mind, Evian later developed the idea further a decade
later with 2009’s ‘Roller Babies- though now dude to updated ASA regulations had the children featured fully
clothed. Initially realised within July of that year, the ‘Roller babies’ Ad consisted of a group of infants skating
around a park to The Sugar Hill Gang’s ‘Rapper’s delight’. The Ad was successfully received by millions,
accumulating up to 25.7 million views on YouTube in its first six weeks of release, now having reached over 254
million views as of today. Currently it holds the Guinness World record for the most viewed TV advert online.
However, during Roller Babies’ first year, Evian’s worldwide sales dropped 25% as the global recession (after the
2007/08 global credit crunch) affected demand for premium water, and environmental concerns drove down
sales of bottled product. Despite this, moving forward the brand kept the ‘live young’ campaign’s USP of babies
doing ‘grown up things’ as not only did it reflects the brand’s ethos of health and purity (the drink’s capability of
awaking buyers' inner youth) but more so, thanks to the previous Ad instillation, proved to be a successful concept
that captured mass audiences' attention through prideful, childhood and comedic lines of appeal. Mass audiences
found the advert to be a fun and unique approach, as its not everyday you see babies on roller-skates- the upbeat,
popular track also helped cast the Ad to be an enjoyable watch, even if you’re not keen on what your watching,
those who like the song will find themselves bopping along with the skating babies. That being said there were
viewers that found the overall idea of babies partaking in more ‘Adult’ activities, unattended, to be unsettling.
M1: EVIAN LIVE YOUNG

3. Consequently, Evian continued to make baby centered adverts that reached viral statis such as ’Baby & Me’, that launched in April of 2013
generating 20 million views in its first two days on YouTube (again utilizing a more current and accessible platform for viewers to watch on,
reaching a global audience more quickly and cheaply than if they were to solely broadcast on terrestrial) and 100 million after 10 weeks globally.
Likewise, to its predecessor, it consisted of energetic babies dancing, this time to a remixed version to Ini Kamoze ‘Here Comes the Hot stepper’-
keeping to the campaigns upbeat and energetic approach- appealing to their target demographic of younger adults. The ad helped again
communicate the drinks positive effect on buyers' health, this time also featuring their adult counterparts, marketing the product as both good
for kids and adults; having a diverse range of people within their ad of different ages, genders and ethnicities to sell their drink as a healthy,
premium product for everyone. In order to keep viewers attentions, Evian more so collaborated with Sony on a Spiderman version of Baby &
Me, launched in April 2014 to coincide with the release of The Amazing Spider-Man 2, having reached 20+ million views on YouTube within
months of uploading, again maintaining their hook-on younger audiences, now using fantastical and successful lines of appeals to market the
product as powerful, if spiderman drinks it, it must be good. This idea of ‘celebrity/recognisable figures’ alongside their younger selves was then
carried out in the ‘Baby & Me’ print adverts; utilizing the beautiful women line of appeal with Gigi Hadid ( a model- drink water for clear skin)
and Maria Sharapova (professional Tennis player- water keeps her healthy) as both give off a professional and trustful appearance; a
professional sports star and model drink Evian- so it must be good for you. During the ‘Baby & Me’ campaign, Evian’s sales outpaced competitors
in the global water market that were down by 3%- it was at this time as well that Evian took into consideration the previous critic on the
unsustainable packaging of the product from audiences, reducing their carbon footprint by 40% with new, slightly more environmentally
friendly bottles. Evian's overall aim was is to sell their drinks as a healthy, premium alternative product that awakens your inner youth, looking
to lead continuous change through innovation and sustainability for our future that fulfills everyone. Their aim was, and still is to empower
positive change through showing an open-minded and inclusive spirit; casting a line of diverse models in age, ethnicity and gender- their water is
for everyone. One of the strengths of this campaign was that by creating a funny set of advertisements that are visually memorable, the overall
campaign was able to get people talking about and buying into the product, if someone were to think Evian the first thought that will spring to
mind is of Babies who resemble adults, either skating, swimming, dancing, cycling etc. However, you could argue a weaknesses to this campaign
would be the potentially unsettling nature of babies doing grown up things, as many viewers were put off by this aspect to the campaign,
another example of this could be found in the audio used within the first roller babies Ad the same effects utilized in the audible radio Ad’s being
the slight whisper from a child of the brand name again could be considered unsettling.
M1: EVIAN LIVE YOUNG

4. LIVE YOUNG

5. Lucozade’s energy beats everything campaign started back in April of 2018, most notable for its ‘David and Goliath’
advertisements, the company looked to sell the product as a powerful and energising drink that could prepare
future buyers for anything. With this campaign, Lucozade looked promote their drink as a great tasting sparkling
drink that offers refreshment with a great tasting flavour to be enjoyed, reflecting a healthy lifestyle. The David and
goliath Ad took viewers back to a biblical setting, acting as a prequel to the infamous fable, we follow David waking
up (implied to be hungover) as his friend tells him he’d picked a fight with a giant the night before ‘you cant go call
people giants’ and now is expected to fight him today. Before meeting his opponent (who conveniently is stood
patiently at the door), David takes a swig of Lucozade Energy before grabbing a sling and venturing out to face and
conquer his colossal foe. With this ad, Lucozade was hoping to portray the drink as a ‘god sent’ refreshment that
could evoke power from a not so powerful protagonist, acting as a easy solution to his big problems, using relatable
character traits/ situations that would reflect their target demographic, the characters being hungover, having
banter and being unorganised ( stereotypically male young adults) whilst telling the story through a comedic line of
appeal so the Ad becomes memorable. The ad was expected to reach 94% of UK adults on terrestrial, whilst on
YouTube ( a way of reaching a global audience quickly and efficiently) it now holds 2,034,275 in views. However,
despite reaching the targeted numbers, the audience response was not as successful as intended, the content
coming of are crude and offensive to viewers belonging to the religion that Ad aims to playfully mock. The
dismantling of a character like David (that originally beat Goliath through the strength of God’s love) reducing him
to a lazy and ignorant young man who needs a quick solution (Lucozade- substituting God) to a problem he caused
was almost a slap in the face to the original source material and members of the Christian community. As of that
same year Lucozade energy was ranked 3453 by the number of consumers it had in great Britain, decreasing by
over 200 in its rank from the year prior (sourced by Kantar) . An added difficulty in the decrease of sales is that a
huge chunk of Lucozade's target demographic of young teens/ adults could no longer purchase the drink, as 2018
saw the introduction of the sugar tax, to combat the rising levels of child obesity, there was a ban on the sale of
energy drinks to children under the age of 16, Lucozade’s sales in grocery slumped, sending the value plunging from
£18.6% ( £62.6m) from £258.4m though that being said sold 6.8 billion cans globally in the same year.
M1: LUCOZADE ENERGY BEATS EVERYTHING

6. After the backlash and unsuccessful attempt to gain audiences with the David and Goliath Ad, there was a new
push to catch their targeted demographic with the partnership Lucozade held with the latest Tomb Raider film to
hopefully attract back lost audiences and invite new protentional buyers. By collaborating with MGM on tomb
raider they were able to not only to sell the brand’s ethos and product through the beautiful women, experts and
fantasy lines of appeal, all encapsulated by the character of Lara Croft ( likewise to David from the previous Ad
showing the powerful effect Lucozade has on her strength, helping her take down the enemy) but more so help
attract new audiences (where David and goliath had little to no women representation, the new Tomb Raider film
strictly follows a female lead- bringing in more potentially female buyers as they feel represented) the film being
based of a game from the late 90’s ( a collaboration that has occurred before in past with 1999’s Tomb Raider: the
last revelation x Lucozade and 2001’s Tomb Raider film x Lucozade) successfully calling back previous fans of the
franchise and the drink, now reaching a slightly older demographic. By revitalizing this partnership, Lucozade was
able to market to a much wider audience, instead of the previously targeted young male adults (though they still
even with the new collaboration take the priority- Tomb Raider still being the most popular within that
demographic). The overall aim of the campaign, was to increase sales, selling the product as a energising drink that
could prepare those who drink it for everything, I believe this was met by both Ad’s in the campaign. The original
advert wasn’t as well received in the UK as planned, therefore by including ‘celebrity endorsements’- though
fictional- it made the campaign more memorable, getting people talking about the advert and the product. Though
it could be argued that thanks to the controversial topic and portrayal of biblical themes within the David and
goliath Ad, the brand was successful in sparking up debate and getting audiences attention. One of the strengths
of this campaign was that it helped set the company and it’s product apart from other energy drinks becoming
more well known than just in the US and UK with the aid of the controversial subject matter of the first Ad- making
news in multiple newsletters and the use of YouTube and other social media platforms like Instagram and Facebook
to reach a global audience. However, there were some weaknesses to this campaign being; the campaign
(especially in its beginning) utilized very stereotypical depictions of men to add humour, whilst simultaneously
poking fun at the source material it was based off offending a large majority of people) and having little to no
ethnic or female representation- and when there is (e.g. the tomb raider promotion/ Macio ) we never see either
drink any Lucozade or endorse the product in any other way.
M1: LUCOZADE ENERGY BEATS EVERYTHING

7. ENERGY BEATS EVERYTHING

8. CONCLUSION
Both campaigns differ in the ways they ran and the way they were received, Live Young carrying out
from 2009 (1998 if looking at its duration in France) to 2021 with the introduction of ‘Drink True’, whilst
Lucozade’s ‘Energy Beats Everything’ lasted from 2018 to only 2020 with the company reinviting
themselves through the ‘It’s On’ campaign. The overall reception to Evian’s ‘Live Young’ campaign was
very positive, it had a clear following, with not only millions viewing, liking and buying the product and
interacting with the Ads but more so going to held events such as the Live Young, Skate On (2012) and
buying official merchandise from the brand’s online shop such as the ‘Baby In Me’ shirts (from ‘The
Baby In Me’ print advertisements) ‘The Baby In Me’ campaign resulted in sales growth up to 7% for the
first 3 quarters of the year it was introduced. Whereas Lucozade received a much more negative
response to their first initial Ad in their ‘Energy Beats Everything’ campaign being the ‘David and
Goliath’ Advertisements, as many viewers belonging to the Christian community were deeply offended
by the representation and mocking of a pivotal piece of text from the bible, having their beliefs utilized
to sell a product. That being said, the following Tomb Raider collaboration helped restore some lost
protentional buyers, having not only more gender representation to attract more female audiences but
more so invited potential audiences of the film to buy their drink- expanding their range of audience as
the game is loved by all different ages, genders, classes and ethnicities. As for memorability, the Tv and
print adverts subjectively were the most memorable in the UK with people still talking about and
interacting with the adverts through social media; you can still find recently uploaded comments on the
published Ad’s of both David and Goliath and Roller babies on YouTube to this day or edited reuploads
posted by fans of the campaign and brand. To this day, both Evian and Lucozade still make variations of
the adverts as people still generally enjoy watching them. The most successful campaign in terms of
sales, Evian's live young campaign was the most successful having after their campaign an annual
revenue of $1B while Lucozade has an annual revenue of $425.6M.