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Evian - "Baby & Me (case study)" - BETC Paris

  • Baby & Me (case study)
  • Evian
  • Danone
  • BETC Paris
  • France
  • Baby&Me
Product CategoryMineral, Sparkling & Bottled Waters
MarketUnited States, United Kingdom, United Arab Emirates, Ukraine, Taiwan, Switzerland, Singapore, Russia, Japan, Germany, France, China, Canada, Belgium
LanguageEnglish
Date of First Broadcast/PublicationApril 21, 2013
Media TypeCase Study
Length106 Seconds
Awards The Cresta Awards, 2014 (Gold) for Integrated Campaign
Media Agency Havas Media International
Production Company Iconoclast
Director we are from LA
Music BETC Music
Sound Production Gum
Executive Creative Director Rémi Babinet
Art Director Agnès Cavard
Associate Art Director Félix Falzon
Copywriter Valérie Chidlovsky
Agency Producer Fabrice Brovelli
Account Manager Marielle Durandet
Account Manager Estelle Colas
Account Manager Gaëlle Gicqueau
Account Manager Isabelle Picot
Account Manager Charlotte Bals
Traffic Director Elise Herfort
Advertising Manager Michael Aidan
Advertising Manager Laurent Houel
Advertising Manager Cécile Turkel
Advertising Manager Alexis Thobellem
Media Strategy Director Martine Picard
Music Creative Director Christophe Caurret

Story

SUMMARY:

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.