Dive Brief:

• The latest iteration of the popular "Live Young" babies campaign from Evian will not include TV, per The Drum, but the "Oversize" campaign will feature a Snapchat lens and filter along with other digital and out-of-home elements. Snapchat users can scan a Snapcode on Evian bottles to access the filter. 
• “We believe with the media we are using, we are stronger than if we used TV. For us the Oversized concept was so strong that we didn’t need to have it,” Patricia Oliva, Evian’s global marketing director, told The Drum.
• The campaign will roll out in the U.S., U.K., France, Germany, Benelux and Switzerland.

Dive Insight:

Although Oliva said the brand isn’t moving away from TV as a marketing channel, the news that a long-running successful marketing effort from a global brand is launching without any TV should be sobering for network and media execs still absorbing the recent upfronts dog-and-pony show, where one topic was how TV ratings continue to drop while ad prices are increasing. 

For the Oversize campaign, Oliva told The Drum the experience is meant to be “super interactive” which drove the decision to make the campaign about other media than the static TV experience. The Snapchat lens and filter are both examples of bringing an interactive element to the campaign message and creative.

Evian's pivot away from TV for a program that has had seven previous iterations — some very successful — points to how marketers are tailoring their strategies to the realities of where consumers are consuming media as well as the ongoing popularity of Snapchat filters. There has been some question of Snapchat's ability to continue to grow but campaigns like this and Pepsi's recent promotion for its Fire flavor show the platform is appealing to big brands trying to reach young consumers.