NEWS: TBWA hold on Evian in limbo as French compare ads with own

By KAREN YATES, campaignlive.co.uk, Friday, 15 December 1995 12:00AM

TBWA’s ten-year hold on Evian in the UK appears under threat following a decision by the French mineral water brand to put the advertising on test against the equivalent created in France by Euro RSCG.

TBWA’s ten-year hold on Evian in the UK appears under threat following a

decision by the French mineral water brand to put the advertising on

test against the equivalent created in France by Euro RSCG.



The unusual step coincides with the recent arrival of Marc Mathieu as UK

managing director of Premier Waters, which distributes Evian mineral

water and its sister brand, Volvic, in the UK.



It also follows a shift this summer in the roster of the French food and

drinks giant, Danone, when the bulk of its brands were streamlined into

separate networks.



The Evian pan-European business shifted to Euro RSCG two years ago,

which already had the French home market, but the brand was left at TBWA

in the UK and US.



Results on the tests are not expected until after Christmas, but the

winner is almost certain to pick up Evian’s entire pounds 2 million

account in the UK.



The loss of Evian would leave TBWA with no Danone brands in the UK.



TBWA’s chief executive, Alasdair Ritchie, said the decision to see if

European advertising would work in the UK was a common phenomenon among

international groups, which were always seeking ways to reduce costs.



‘It’s been a remit from France,’ he explained. ‘It is a fairly

straightforward situation. They have taken some French films and they

have run them against European copy.’



He added, however, that mineral water consumers were different on each

side of the Channel. The French, for example, drink an average of 70

litres of mineral water a year, he said, while their UK counterparts

consume roughly ten times less.



This article was first published on campaignlive.co.uk

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