Evian released a new spot two weeks ago called Baby & Me that has racked up over 43 million views..! In the ad adults see themselves as babies in their reflections and an epic dance party ensues.
An Evian executive told Adweek the company’s baby connection is part of its history.
“The love affair of the brand with babies started in France in 1935, when Evian was first recommended as a perfect water for babies. It is still today the No. 1 water used by mothers for their babies [thanks to its pH-neutral mineral composition]. So fundamentally, there is a true link, it is not a marketing trick,” Laurent Houel, global brand director for Evian, told the trade publication.
There are even rumors of an app coming mid-May that uses advanced facial recognition to reveal the inner baby in each of us, with of course the invitation to share the photo with friends. Yes please!!
Why I’m Curious
I love how strongly Evian has managed to brand WATER. This concept could technically work for a number of brands (ex. a soft drink, sports drink, footwear, etc) but Evian has done a brilliant job of owning ‘Live Young’. You just can’t help but dance and imagine your own baby you dancing in the mirror.