This week Evian is splashing out on what is thought to be the
biggest poster and press campaign ever booked by a mineral water
The campaign, planned by Starcom Motive and bought by Carat, appears on
48-sheet, six-sheet and London Underground posters, and in magazines
such as Elle, Marie Claire, FHM and Q. The ads were created by Euro RSCG
Evian is the world’s top-selling bottled water brand and has 23 per cent
of the UK market by value. Summer is a key period for the company and
brings an extra two million customers to the market every year.
The outdoor ads are being sited close to confectioners, tobacconists and
newsagents to attract impulse buyers.
The two-week push is part of a pounds 7 million marketing plan for 2000.
Further promotional campaigns are scheduled for the coming months.
’We will continue to advertise in sporadic bursts. From past experience,
we’ve found this is more effective than advertising continuously,’ said
Evian spokesman Richard Robinson.
Each ad shows a model making a fashion statement alongside the
strapline, ’It’s not what you put on, it’s what you put in’, and the
endline ’ultimate purity’.
The bottled water market is growing at more than 20 per cent a year,
according to research by AC Nielsen MMS.