EVIAN PROMOTES DE-TOX FOR JAN 2010
Evian, the UK’s number one bottled water brand from Danone Waters UK, is relaunching its annual January campaign as Evian Renew this year. For the past nine years, Evian’s Detox has driven sales of bottled water in January, after the festive excesses of December.
The Evian Renew campaign aims to build on this established success. Adrien Varrod, Brand Manager for Evian, explains the relaunch: “Our annual Detox campaign has gone from a standing start in 2000 to strong sales in the first six weeks of the year. We’re constantly looking for ways to engage and interact our consumers; and our new messaging – ‘Renew yourself naturally’ – at the start of the year is the perfect way to do this.”
The Renew campaign for 2010 is supported by a £3m marketing spend which consists of medium weight TV advertising, point of sale, promotional packaging, targeted digital commuter activity and specific sales promotions.
Evian is back on the small screen at the end of the year after an absence of two years. The TV advertising will consist of the iconic internet-famous roller-skating babies in 60” executions from Christmas Eve to January 1st, followed by a shortened 30” creative which will feature Renew messaging for the first two weeks of January to further drive consumer awareness.
Both the point of sales and the packaging will act as clear visual signposts in the aisle for a limited period of time; the entire packaging is now in the vibrant Evian pink brand colour. Further temporary changes to the packaging include a clear link to the TV advertising campaign with a roller-skating baby depicted leaning against the Evian brand name.
As in previous years there will be specific commuter targeted activity for the first day back at work after Christmas and New Year. Digital escalator panels and digital outdoor advertising across high footfall train stations in the UK main conurbations will drive further awareness and sales on the way to work and back home.
There will be two phases of sales promotions starting on January 1st which will be passed on through retailers to coincide with the TV advertising. The first phase will be a deep promotion and will consist of deep price off or multibuys on the 1.5 and 2l bottles while the 50cl and 75cl will be on a BOGOF offer.
The second phase will be in store over the end of January and the start of February and aims to drive repeat purchase and volume with multibuys on the 2l and 6x50cl, while the 4x75cl will have 50% extra free.
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