Danone has launched a global campaign to promote its Evian bottled water brand, after seeing sales struggle in mature markets.

Online adverts via Youtube have kick-started the campaign in the UK, US, Germany, France, Canada and Japan, Danone said today (7 July). Television ads, including 60-,30- and 15-second clips, are being launched worldwide over the summer.

The theme of the campaign is "live young" and adverts feature roller break-dancing babies in a concept devised to emphasise Evian's purity. The babies dance to a remix of the hit Rapper's Delight by hip-hop producer Dan the Automator.

A new website, www.evianliveyoung.com, contains behind the scenes footage of the adverts, including "interviews" with some of the babies involved.

Evian remains the flagship brand in a bottled water division that has caused Danone headaches over the last couple of years.

Decline in Western Europe, particularly France, UK and Spain, dragged Danone's water sales down by 4% to EUR695m (US$974.3m) in the first quarter of 2009.

Danone's water sales fell by 1.5% in value in 2008, with the division in danger of overtaken by the group's infant nutrition business, in terms of contribution to full-year sales revenue.