Evian’s online video campaign has the greatest cumulative reach on the interwebs.
That’s according to Visible Measures.
Dancing babies continue to thrill consumers in general and Ally McBeal fans in particular.
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my name’s Ruben. i go to MBA school. i love Brands.
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Awesome commercial! I have to buy me some Evian!
Still looking for the selling……or at least the cultivation of desire…..thirst, something…..
Evian is selling a commodity. The same quality of water is available for free from the tap. They have no functional benefits to sell. Their product lacks vitamins, minerals, electrolytes, etc. Their French identity no longer distinguishes them. Better water might come from Fiji, Iceland, or Italy.
So Evian is selling an emotion by linking their water to youth and health. This is because thirst-quencher is not a rich enough identity to win against Gatorade or Smart Water.
Evian’s “live young” campaign is reaching a lot of people online, but sales won’t climb unless the dancing babies actually fit in with what people know about the brand. The babies might be cute, but they may also be confusing to customers. Only the top line will tell.