The Logic Behind Evian Water

I don't remember who was it that told me it was best to sell water, if I had to sell anything at all. Why is this? A simple arithmetic equation will show that once you subtract the cost from the price at which bottled water is sold, you end up with a stunning amount of profit. However, everyone wants in on a good deal, which is why there is always a variety of mineral water brands on the shelves of any supermarket or convenience store. But when it comes to which bottle you purchase in the end, the deciding factor no longer seems to be what the bottle contains, but which brand has left the deepest impression on you. 
Out of all these brands of mineral water, the one that has left the deepest impression on me would be the French brand Evian. There are two reasons for this: first, visibility for Evian commercials has skyrocketed in the past couple of years. The surreal sense of humor of lively babies doing extreme sports can be mesmerizing. The second reason is the annual special edition designer bottle that Evian began launching in 2007. Whether it's Christian Lacroix from 2007, Jean Paul Gaultier of 2008, Paul Smith of 2009, or last year's Issey Miyake, all editions sparked collection frenzies amongst fashion fans. Needless to say, this had a significant impact on Evian's branding efforts. 

Through appealing to the internet generation, promoting limited edition designer bottles, and emphasizing the environmental consciousness of the brand, Evian has easily become the best-selling brand of mineral water in the world. This is because its young, trendy, and cool brand spirit has been imprinted into the minds of consumers through its marketing and advertising campaigns. 

The adorable, lively babies attracted positive attention from internet users all over the world. They then reposted the video series all over the internet, making these Evian commercials a classic example of viral marketing via YouTube.

Since 2007, Evian has launched annual Limited Edition Designer Bottle designs. The limited edition bottle launched last year stemmed from the cooperation with Issey Miyake. 


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A joint blog written by members of the brand center.
Inside, there are the thoughts and observations of designers, planners, musicians, exhibition planenrs, ad writers, and life forms from other planets on brand, marketing, and design.



Blog: gamaniabrandcenter.blogspot.com

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