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Reinventing a global brand through digital

Michael Aidan – iStrategy May 10, 2011

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• Heritage / origin story

• Credibility

• Aspiration beyond just product

• Ability to reinvent itself

• Consistency

What is common to all iconic brands ?

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Becoming one of the top global brands means for Evian to…

• Deploy world-class communication behind a single platform

• Convincingly tell our credibility stories (health and purity) to the right people

• Improve global alignment & consistency

• Reignite innovation

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Evian is present in 152 pays with 2 very distinct missions and perceptions

Total market leader

AFH focus

Luxury / French / glamour & celebrities

Essentiality / Youth / babies

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a world-class communication platform behind one brand idea :

LIVE YOUNG

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REASON WHY

FUNCTIONALBENEFIT

EMOTIONALBENEFIT

PURITY

HEALTH

YOUTH

Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only

HAS DOES FEEL

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A straightforward brief

Evian needs a copy that :

- goes up the brand ladder : Youth

- is consistent with the brand heritage where it has one : babies as a symbol

- is global / creates one universal platform

- is web centered as few CBU’s have €€

- is viral (!!!)

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BB Roller video

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June 4 June 15

TV in France and Belgium 60’’ / 30’’

Making of + babies interviews on the web

D-DAY 60’’ reveal on

YOU TUBE

July 3 (& 6)

2 amateur baby films

remix of Rappers Delight by DTA

July 5

FR B CH G US UK JPN EVXVIRAL

ACTIVATION

MEDIA MIX You Tube + TV

You Tube + TV

You Tube +

CINE/TV

You Tube + EVENT

You Tube +US open

You Tube You Tube no

A global viral launch

July 20

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A viral launch with 2 streams

Both leading to a global reveal on July 3

Remix contest launched on social networks May 29 2009

2 amateur babies videos posted on June 4 and June 15 2009

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Viral starts at homeEmail to 12.000 Danoners – June 17

feel free to forward if you enjoyed it

Similar email for customers and

suppliers

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Rollerbabies : success beyond expectations

1.Driving massive PR

2. Strongly building image

3. Boosting sales in all geographies

4. Reaching a new target

5. Building a unique global Youth platform embodied by the Evian babies

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52 5548

4045

64 62 6049 51

Origine / Pureté

5647

2917

30

63 58

43 40 42

Before July campaign After Sept/Oct campaign

Image : The campaign builds all brand pilars

+ 12 + 7 + 12 + 9 + 6

The best water for babies

A water which helps me to renew water in my

body

A water good for my health

An extremely pure water

A water that comes fromthe French Alps

An iconic brand of the bottled still water

category

A brand which is an icon

of a healthy living

An innovative brand

An "avant-garde" brand

A fashionable, trendy brand

+7 +11 + 14 + 23 + 12

Iconicité

Santé

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FRANCE

Source / Nielsen Panel Source / Nielsen Panel

SINGAPORE

100

118 112100

128109

UK

100

132121

100114 106

Business impact : strong across both clusters

USA - NY

Source / Nielsen Panel Source / Nielsen Panel

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Reach of a new target which is not TV’s

TV-contact(s)

TV-campaign reach:

71.6%

3.5% incremental reach YouTube*

95% of all YouTube contacts had

no TV contact

3.5%

Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey

YouTube contact(s)

0.2%

Reached by both YouTube and TV

Figures are based upon the reach of any Evian content

on YouTube

Exposure to Evian CampaignPeriod: 1st – 31st July

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How to go further ?

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How young are you ?

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Delivering your youth quotient based on a few tests and a profile

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Explaining the link between hydration and physical + intellectual abilities

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…and then prolonged the story off line

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Off-line : Live Young in print and posters

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The new Live Young viral (?) on line event

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The new Live Young ad leads to new brand connection experiences

Taking the brand experience to another level

Baby inside on TV + web

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Viral goes to the mall

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Viral goes to the mall

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Viral can also sell Tshirts

Now available on shop.evian.com

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Viral can reignite innovation

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2010 glass range renovation

Returnable glass

Premium glassLimited editions

Personalized

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Viral launch of Evian limited edition bottles

1.400.000 views in one month

L’animation de la bouteille en introduction

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Viral goes to weddings

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Lastly viral can drive results and your rankings

-8,6%-6,5%

2,7%

-8,5% -7,6%

1,3%

Volume

CANN

2008 2009

2010*

9pts swing

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What we have learnt so far on digital…

• “It’s a new world” but not a hostile one :- Quality of the content is king- Consumers turn can either skip or turn into media- KOL / networking approach is instrumental - Cost of failure (or success) is limited : trial mode- Need to accept more limited control

•We need to avoid falling into the old world’s bad habits & traps : forced messages

• It does not yet replace the old world :- Significant differences exist between countries, categories- They can work hand in hand and build upon each other

•And also avoid the new world’s ones

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Thank you