Magazine article Marketing

Evian Taps into TV for Healthy Image Push

Magazine article Marketing

Evian Taps into TV for Healthy Image Push

Article excerpt

Evian taps into TV for healthy image push BSN-owned Evian, the world's biggest mineral water, has launched a multi-media ad campaign which will intensify an image war pioneered in the UK by sparkling water Perrier.

Despite leading the world market, Evian -- a still mineral water -- accounts for only 12% of the 300m pounds UK market. The TV campaign, which breaks this week, is the first time Evian has used the medium in nearly a decade.

It attempts to instil Evian with a new brand image stressing its place in a healthy diet. Television and posters will use "balance" as its theme. Until now, Evian has not succeeded in impressing a strong brand image on the market.

Mineral water sales in the UK have so far been dominated by sparkling waters, where Perrier holds a 50% share. however, more established markets in Europe have seen a trend to still waters which is now gradually being mirrored here.

Evian managing director Richard Foulsham accepts that in advertising terms the brand has not shared Perrier's high profile. …

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