Success: Evian Baby and Me

Success: Evian Baby and Me

Category : Consumer Goods
November  2014  Pages : 18

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"Baby andamp; Me," a campaign for mineral water brand Evian, included a TV commercial, outdoor advertising, and a smartphone app. All activity involved adults being endearingly confronted by their "babified" selves. "Baby andamp; Me" proved to be yet another charming and engaging campaign that succeeded in reinforcing the brand's long-established "Live Young" positioning.

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- Understand the relevant consumer trends and attitudes that drive and support innovation success.

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Reasons To Buy
- Why is Evian considered a compelling case study?

- What consumer insights and advertising principles underpin the brand's success?

Key Highlights
"Baby andamp; Me" supports Evian's long-established youthful brand identity. In doing so, "it builds on an impressive track record of using the baby metaphor to convey the Evian brand positioning.

The overall success of "Baby andamp; Me" was aided by the manner in which the digital component augmented the film spot. The campaign's app, which was downloaded more than 25 million times, made the campaign more personally relevant.
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