Evian plots another Detox campaign

Thursday, 13 November 2008

Evian, the UK's number one bottled water brand from Danone Waters, is set to Detox the nation once again. Evian's hugely successful Detox campaign is back for the start of 2009 for the 9th year running with highly impactful Evian Detox packaging and a strapline of ‘60% of you is made of water - every drop counts'.

Across all formats and in store from the end of December for a limited six week run, the new packaging will see the branding and iconic Evian mountains temporarily placed within a pink outlined drop of water. The simple, powerful graphic of the Evian drop will deliver strong stand out on shelf.

The packaging will also communicate Evian healthy hydration messages including the purity of Evian and the health benefits associated with drinking it.

Earlier this week, Danone launched a category report for independents.

As the human body is 60% water, with this water replenished every 6 weeks, Evian recommends consumers detox with mineral water and form a healthy habit of only drinking mineral water all year round.

As part of the overall brand spend of £6m for the year, the Evian Detox marketing campaign will kick off on 2nd January just as consumers start going back to work after the festive celebrations.

The campaign will hit consumers with outdoor posters, advertising on radio stations nationwide and commuter press.

At work, consumers will again experience the Detox message with a bespoke website and dedicated PR. In-store activity across independents, multiples and the wholesale channel will comprise of dumpbins, shelf barkers, gondola ends and shelf ready packaging all designed to target the consumer at point of purchase.

The annual Evian Detox campaign continues to build on its success every year. Detox 2008 was the most successful ever, not only did Evian drive 46% of the category growth from December to January, it also drove bottled water category penetration, which increased by 18.3% with Evian up by 69%.

Nick Britton, Evian Brand Manager, comments: "Our annual Detox campaign just goes from strength to strength, and as we're encouraging consumers to get into a healthy habit, we thoroughly recommend retailers stock up with Evian not just at the start of the year for our annual Detox campaign, but all year round to take advantage of the valuable profit opportunity on offer."

Source: Danonw Waters UK