Evian

In January 2007 many bleary-eyed Britons turned to bottled water to recover from festive overload, and Evian saw demand rise by a mind-boggling 72%, with sales worth over £10m.

This proved particularly important for a business whose overall category suffered thanks to 2007's dismal summer weather.

Now the Danone-owned company expects its immediate post-Christmas sales to buck up as they did last year thanks to its 2008 Evian Detox campaign.

It runs for a four-week period and involves some £1.5m being spent a mix of print press activity, with a tie in with the Metro free sheet newspaper, and is expected to be seen by more than 2m commuters, whilst listeners of 43 independent radio stations, such as Kiss, Heart and Galaxy will be hearing about it in a series of commercials.

There will also be revised back-of-pack information flagging up a related, six-week promotion running under the tagline; 'Body Renewal.'

According to Danone Waters Strategy Manager Steve Flanagan, this will be the Detox promotion's eighth year.

“The campaign has fantastic consumer awareness and is proven to drive sales in the bottled water category,” he said. “Indeed, throughout January, bottled water provides one of the only growth areas for soft drinks in-store – 91% of the soft drinks growth comes from plain water.”

2007 £104.3m
2006 £100.7m
yoy change 3.6%