Magazine article Marketing

Marketing Mole: We'll Call You - Evian

Magazine article Marketing

Marketing Mole: We'll Call You - Evian

Article excerpt

Having heard scientists' warnings that many 'detox' claims are meaningless, we called Evian to find out why it is using the term on its bottle labels.

Evian Good afternoon, Danone Waters.

Mktg Hi, could I speak with your customer services please?

Evian Yes, speaking.

Mktg Hi, do you deal with Evian as well?

Evian Yes, that's right.

Mktg I've got a quick question. I heard on the Today programme and saw on the BBC website that scientists are saying that 'detox' is an over-used word that doesn't mean anything. I know Evian has a 'detox' campaign, so I wanted to know what it meant.

Evian Well, this time of year we change the label to say 'detox' to encourage people to drink water to flush the toxins out of the body. It doesn't form part of any special detox diet.

Mktg What they were saying was that the only way to properly detox was to eat healthy foods and get a lot of sleep. So I wanted to know if tap water would be the same. I assumed that 'detox' meant the water was doing something.

Evian Evian water flushes the toxins out of the body. There are a lot of detox diets on the market where they tell you to eat certain foods, but I wouldn't be able to comment on those. …

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