As we know, water is essential for the survival of most forms of life. In some places in the world it can be enjoyed directly from the tap, in others it must be purchased in bottles to ensure it is clean. There are many bottled water brands conveying different brand attributes, but there always seems to be one that stands out above the rest—Evian, the French mineral water.

Perhaps one of the reasons Evian’s brand is so differentiated is due to their unique brand communication efforts. For example, with the slogan “naturally pure and mineral-balanced water supports your body's youth” the “Live Young” global advertising campaign was launched in July. The advertisement features a group of break-dancing babies and is much more playful than previous ad campaigns.

Evian brand could also be effectively differentiated as a result of their packaging design. Since 1995, Evian has issued limited edition bottles annually with customized design. In 2008 they collaborated with Christian Lacroix, and in 2009 with Jean Paul Gaultier, the Hermes creative director. By working with famous designers to create unique and exclusive bottles, Evian positions its brand as high end and fashionable. Elias Fayad - Evian’ zone director for the Middle East - explains, “Every year we cultivate creativity and complicity with a new designer. What they are really doing is looking into the spirit of the brand and adding a little bit of each of their souls. Our water is untouched by man and perfected by nature, so we attempt to give the bottle an artistic expression.” 

So where do break-dancing babies fit into this picture?

Although their packaging design and brand communication tactics vary from year to year, Evian is constantly striving to differentiate their brand. But let’s not forget that differentiation often needs to be balanced with relevance to build brand strength (see our previous article on the Four Pillars of Brand Equity). Although the video of break dancing babies has been hugely popular on YouTube and become an instant viral marketing success, the campaign is certain to change consumer perceptions of the brand. At this point it is hard to say whether this will serve to enhance, or to diminish, Evian’s brand equity.