Evian’s brand DNA has always been focused on babies. Well in the USA not anymore!
Do you wanna know what they’ve done with them? They’ve replaced them with influencers. New York-based fashion influencer Luka Sabbat is joining the current Evian brand ambassadors Maria Sharapova and Madison Keys as part of this year’s campaign which uses bright colours, and a new brand voice to show off each ambassador’s different passions, talents and interests in a bid to better target millennial consumers.
But do Millennials all speak like this? Perhaps they do? Perhaps I am gettin’ old? What would you wanna do? be? How do you wanna live your life?
Its target audience for the campaign are “people who embrace this mindset are diverse and multi-dimensional; they refuse to be defined or settle for one path in life. They are the ones who say, “I Wanna” as in: I Wanna do what I Wanna, I Wanna try what I Wanna, I Wanna be what I Wanna. I Wanna #Liveyoung.
Evian’s water, enriched with naturally occurring electrolytes is another key message in the campaign. Wanna find out more? Watch the video, here.