GLOBAL: Danone launches Evian advert campaign
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.
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