Evian to build on Wimbledon links

LONDON - Evian is intensifying its push to become a more upmarket brand with a tennis-themed campaign.

Evian to build on Wimbledon links

The brand's owner, Danone Waters, is launching a £3m outdoor, digital and print campaign to promote its sponsorship of the Wimbledon Tennis Championships, which commence  next month.

This month Evian will roll out limited-edition packaging featuring a pink tennis ball, in keeping with the brand's traditional colours, supported by a point-of-sale campaign.

Danone Waters signed a five-year sponsorship deal with the All England Club in October last year. Evian marketing material will appear at all matches and in all hospitality areas for the duration of the two-week tournament.

Evian also backs the Australian Open and US Open tournaments, and works with US player James Blake.