Evian ditches babies in US market as part of refreshed ad push

Luka Sabbat is starring in Evian's latest campaign

Evian is bidding adieu to the babies who’ve been a staple of its advertising over the past 10 years as it looks to move in a different direction within the US.

While other markets will continue to use the babies in advertising efforts, they’ll be replaced in the US with tennis stars Maria Sharapova and Madison Keys as well as Luka Sabbat, a self-described “young creative entrepreneur” who stars in the Freeform series ’Grown-ish’ and has a large Instagram following.

Called ‘I Wanna #Liveyoung,’ the campaign “showcases each brand ambassador’s diverse mix of passions, talents and interests, and draws on universal insights for the millennial target,” according to Evian. The campaign is an extension of the brand's global ‘Live young’ platform, which launched in 2009.

“We challenged ourselves in search of new, breakthrough creative – the kind of buzzworthy, culturally meaningful creative Evian has always been famous for,” said Olivia Sanchez, vice president of marketing for Evian in North American, in a statement. “We drew inspiration from our consumers themselves – we saw them embracing this inspirational outlook on life – they have many facets and dimensions, and are paving their own way in life. As we explored this idea, we quickly realized our brand ambassadors, Maria Sharapova and Madison Keys, are the perfect example of this: they aren’t just successful tennis athletes, but are passionate about other things outside of what they are most famous for.”

The campaign kicks off next week with billboards across Los Angeles and New York. On social, the water bottle brand is tapping several local influencers in New York and Los Angeles to share their own ‘I Wanna’ stories.

The brand is also hosting a number of events over the next few months to get the word out. On August 20, it is partnering with anti-bullying organization FearlesslyGiRL for an event that will bring young girls together with Keys and other female role models to discuss how to build confidence, explore new possibilities and follow their own paths. On August 23, Evian is inviting people to “step into the world of Maria, Madison and Luka” with a one-night only immersive experience at the Hudson Hotel in New York.

The 'I Wanna' campaign was created by Evian's digital agency of record AKQA, although BETC Paris continues to be its primary agency of record.

Evian: I Wanna by AKQA

Added 10 July 2018
Agency: AKQA
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