Case studies Evian

We used an innovative marketing campaign to help re-enforce Evian's premium positioning and drive sales.

Evian challenged us to help re-enforce its 'superior' status in the marketplace and cement its premium position as market leader.

We discovered that our audience engaged with tennis.  In the UK, tennis means Wimbledon and its nature lends itself perfectly to the iconic and premium values we were seeking to borow.  Deeper research led to the insight that Wimbledon is seen as a social occasion where the action off the court is as important as what happens on court. We wanted to extend this feeling to reach the Wimbledon audience that could not get to the event, including the 75% of the British population watching some of the tournament on TV.

Our solution was to associate Evian with the glamor and style of Wimbledon, elevating the brand to the very highest levels of luxury and quality. Iconic Wimbledon artwork was featured on Evian bottles and point-of-sale materials. We branded digital escalator panels in London Underground stations and created the distinctive Evian Taxi fleet. We showered Wimbledon in a sea of pink Evian flags and tennis balls and had glamorous teams of young people serving Evian to members of the audience. As the pièce de resistance, we had a super-sophisticated Alpine bar created for Evian to entertain its 600 guests at The Championships.

Independent research post-Wimbledon showed that Evian won game set and match: being placed 2nd in the spectator awareness tables and 3rd in the overall sponsor awareness tables. Evian was only beaten by the super-established brands Robinsons and Slazenger, which collectively have had partnerships with Wimbledon for over 179 years.  Amongst those aware, we saw significant positive shifts in key desired brand values and propensity to purchase Evian.  What's more, we saw Evian's value share rise for this period year on year.