Excellent Marketing Initiatives By Evian

Introduction

It is crucial for us to understand the importance of marketing communication and innovative products. After the basic needs of the customers are satisfied, they are looking for products that can deliver them an experience of a lifetime. an experience that they cannot forget and cherish with others. Premium brands sell normal products to customers, but at a price that is more than 10 times higher than the price of the regular products on the market. Evian is a very good example of a brand that lies in the premium segment.

In this article, we will be diving deep into the birth, the growth trajectory, and the excellent marketing initiatives of Evian.

The Birth and Growth Trajectory of Evian

Evian is a very popularly sold product brand for of the French food and products group by Danone. Evian originated in France, but today it is considered one of the most luxurious brands in Europe, Belgium, Switzerland, and other countries. More than 50% of the sales of Evian come from outside France. The price of one bottle of Evian is more than three times that of a normal soft drink.

Evian is a natural spring water that is known for its miraculous powers. There was a time in the 19th century when Evian was sold in pharmacies, recommended by doctors, and was the perfect water for children or babies. Evian today is present in more than 167 countries, and the company is doing wonders. Evian also got impacted by the 2006 and 2007 recessions, but the brand was able to pick up. Evian as a brand is a perfect example of how, with innovative products, the right quality, and good marketing communication skills, you can sell any product at any price.

Excellent Marketing Initiatives by Evian

The Early Marketing Campaign By Evian

Evian started working in the 19th century and has come up with various campaigns to refresh the memory of the user and sell the products in the market. In the 1930s, Evian was recommended as the perfect water for kids, so the company started directing its advertisements to doctors, midwives, and mothers. In 1950, in addition to the 1930s ad campaign, Evian added the health concept to the advertisement and started showing how the water was sourced from the Alps. In 1980, Evian introduced the concept of purity, and the concept of equilibrium (the force of balance advocated by Evian) was dropped. In the purity marketing or advertising campaign, the slogan by Evian was "The water you drink is as important as the air you breathe."

Water Babies Marketing Campaign

This campaign was introduced by Evian in 1998. In this campaign, babies were swimming in synchrony, and the ads were a huge success. The campaign invoked youth. During that time, Evian had an acceptance rate of 94% and a recognition rate of 91%. Global Evian used the concept of purity, and the slogan was "the original".

Most of the ads by Evian showed mermaids coming out of the water and having a bottle of Evian water or beautiful black angels sitting on white clouds and drooping rain through Evian water bottles. Evian was always a luxurious brand, and it’s absurd and beautiful marketing campaigns helped the brand deliver its message.

Rolling Babies Marketing Campaign

Evian switched to the ad campaign of roller babies, and the health and purity concept ads were also taken out of the market. Now the only focus of Evian is to promote the message of "Live Young" with Evian. Evian created an advertisement for the general audience, and it was a huge hit. The ad has more than 254 million views and was even added to the Genius Book of World Records.

Baby and Me marketing campaign

When Evian entered the Asian market, the earlier brand messages were not clear to customers, and they were not able to relate to the core ethnicity of the brand. So Evian started a new campaign in which the adults were wearing t-shirts that had pictures of babies rolling in the water.

In the ad campaign, in a mirror, it showed the adults dancing and on the opposite side, a baby dancing. The slogan of the campaign was "Live Young," and the core essence was that if you consume water from the Evian brand, you will be healthy and happy. The campaign was a huge hit, and t-shirts were sold worldwide. This also helped Evian create a global presence.

Promotional Activities by Evian

Evian sponsored many events that would help Evian gain community and customer confidence. Some of them are the signing events by celebrities like Paul Smith in 2009, Issay Miake in 2010, and Kenzo in 2014. Along with this, Evian is also credited with the creation of the first women's golf open championship, which is today the most renowned championship in Europe and is broadcast live on television in 167 countries. Evian is also the official water brand of the Wimbledon tennis tournament and one of the sponsors of Paris fashion shows.

Social Cause Marketing by Evian

Evian understood that to create a positive and favorable image of the brand in the market, it had to do cause marketing. Cause marketing not only helps in creating brand awareness but also positive affiliation with the brand. Evian is a premium product, and hence its image is very critical.

Evian supported a variety of causes, such as protecting the environment, opening schools that are going to help the communities manage their water resources in sustainable and autonomous ways, developing partnerships with the Red Cross and other fellow pediatricians to support its campaign for health and children, and many other initiatives by Evian.

Conclusion

Evian today has sold more than 2 billion bottles of bottled water and is present in more than 160 countries worldwide. Evian is so successful because of its innovative marketing techniques, its ability to understand its customers and design its communication as per their understanding, and the delivery of quality products over the years. Evian clearly shows customers will stay loyal and committed to the brand as long as the company does the same.