Evian has the solution for everyone who wants the body they had when they were younger. Well, sort of.
To support its new “Baby Inside” campaign, the premium bottled water brand has introduced an out-of-home campaign featuring eight models – including tennis player Maria Sharapova – wearing a t-shirt that pictures a baby’s body from the neck down. Each execution features the iconic Evian logo, accompanied by the words “Live Young.”
The company has also declared April “Live Young Month” in Toronto, and is supporting the initiative with experiential marketing and online ads. It has partnered with Over the Rainbow, a retailer located in the city’s trendy Yorkville district, to sell the t-shirts. A portion of the proceeds will be donated to charity.
The campaign’s extensive out-of-home component includes eight large-format billboards throughout downtown Toronto, accompanied by 4,000 wild posters and restaurant and bar advertising through the Zoom and NewAd networks.
Evian has also partnered with experiential agency MKG to create “Live Young on Wheels,” a mobile tour consisting of pop-up dance parties throughout the city. Additional ads will appear on both Toronto.com and the Toronto Star‘s website.
This marks the Canadian debut for the “Live Young” campaign, which debuted in Los Angeles and Miami earlier this year. The campaign will run for the next 10 weeks, with other major markets across the country following in the summer.
The campaign targets a constituency defined by Barak Orenstein, senior brand manager for Evian Canada, as the “live young consumer.” This is a group defined not by age but by mindset, he said.
Orenstein said that the campaign objective is to drive top-of-mind awareness and consumption of Evian, which is the sales leader by volume in the premium bottled water category in which it competes against Fiji Water, Smartwater and San Benedetto.
This campaign builds on the popular “Rollerbabies” campaign, which has garnered more than 115 million online views around the world. The creative was done by Evian’s global agency Euro RSCG Paris, with local media handled by MPG. Maverick PR is overseeing public relations.