Dive Brief:
- Evian bottled water is launching a U.S. campaign, "I Wanna #Liveyoung," on July 16 that features out-of-home (OOH), social media, influencers and sponsored events, per a news release. The company is taking a different strategy for the latest iteration of its "Live Young" platform, ditching the baby-centric creative that's defined the campaign since 2009, when it launched, to instead focus on influencers.
- New York-based fashion influencer Luka Sabbat is joining current Evian brand ambassadors Maria Sharapova and Madison Keys as part of this year's push. The campaign creative uses bright colors, design and photography to show off each ambassador's different passions, talents and interests in a bid to better target millennial consumers, per the release. Evian is also asking influencers in New York City and Los Angeles to share their own stories online.
- The campaign kicks off with outdoor billboards in New York and Los Angeles, as well as an immersive takeover of the Bryant Park subway station in New York City. Evian is also hosting an immersive experience at the Hudson Hotel in New York with appearances by its brand ambassadors on Aug. 23. The brand will additionally host events with the anti-bullying organization FearlesslyGiRL, the U.S. Open and New York Fashion Week.
Dive Insight:
Evian is taking a creative gamble by steering away from the baby-heavy creative that's helped to make it a well-recognized name in the U.S., and the move suggests that the long-running conceit might've been losing steam at a time when water brands are finding it more difficult to distinguish their product. Evian's "Roller Babies" set a Guinness World Record for the most viral video of all time back in 2009, but the internet's changed a lot over the past decade, with more content going viral more frequently.
Evian is now attempting to revamp its image to appeal to millennial consumers, which makes sense, since the age segment is helping drive a surge in sales of bottled water, especially among premium bottled water brands. The new lifestyle-focused campaign embraces several marketing trends millennials tend to favor, including influencers, experiential OOH and stylish creative. Influencer marketing continues to be an attractive strategy for marketers striving to build brand awareness, improve brand perception and engage with consumers in an authentic way.
About three-quarters of national advertisers currently use influencer marketing, and 43% of those surveyed in April by the Association of National Advertisers said they will increase their influencer spend in the next 12 months. The name power of celebrities like Maria Sharpova or influencers with large followings like Luka Sabbat, who has 1.2 million Instagram followers, may be enticing for brands, but the approach doesn't always resonate with consumers. Mid-tier influencers can be more trustworthy and engaging than micro-influencers and celebrities, according to research by Fullscreen and Shareablee.
Immersive OOH experiences are another trend that marketers have been embracing as they look to spur selfies and social media sharing at popular events. Last summer, Evian set up tennis-themed photo booths in New Your City as part of its U.S. Open campaign. Visitors could shoot personalized GIFs, upload them to their smartphones and share them online
