After reading, I was really interested in the campaigning.
"Evian’s Live Young campaign was sprung in France, the UK, Belgium, Canada, the US, and Japan with an imaginative campaign that makes you chuckle - who would expect a gang of rollerskating toddlers with “attitude” to be showing us that Evian water invigorates the body? These babies toe-tap to rap music, break-dance to the beat, and perform rollerskating tricks - all to make the point that natural, pure water supports youth! I am not a fan of talking babies (in either movies or ads), but this ad over-comes the cliché of talking babies by having them do something other than talk which, after all, is not that exciting, or even creative. In fact, these babies do not talk at all. Instead, we are immediately engaged at the start of the commercial by the unexpected view of a “tough guy,” (very cute), rollerskating clad toddler, rhythmically tapping his toes and moving to the beat of a rap song. The unexpected scene and music raises our interest as we curiously enter into the playful world of Evian babies that captivates us with their playful grins as they boogie to a RAPPER’S DELIGHT remix, (hiphop artist Dan the Automator)."
www.youtube.com/watch?v=XQcVllWpwGs
Evian has just recently added to its baby and youth campaign with this viral video.
www.youtube.com/user/EvianBabies
Haha, this is such a cute commercial. I wonder how they produced that commercial.
ReplyDeleteWhat's most interesting how this seems marketed towards an older demographic (ie. using roller skating from the 80s & suggesting Evian water brings youth). But I think this commercial can translate to younger generations as well.
I wonder if Evain is losing business? I notice that so many people opt to carry their own water bottles most of the time. Many people that can afford to buy Evain have also choose to carry a reusable water bottle for environmental reasons.
ReplyDeleteEvain has always made a name for itself as being a higher end luxury drink. It seems this campaign is trying to keep in line with its current client base while attracting new clients that may differ from their previous target market.