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

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.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).