In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver.
evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales
evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events.
The campaign maximised earned media, reinforced the brand's characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks.
Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched.