Water, water everywhere

07 September, 2007

Evian's Detox campaign is back foráthe eighth year with a ú1.4 million marketing push, designed to highlight that 60 per cent of our bodies are made up of water and theárole Evian plays in body renewal.

The push will start in January and includes outdoor and press ads.

Steve Flanagan, category strategy manager at Danone Waters, said: "Throughout January, bottled water provides one of the only growth areas for soft drinks in-store - with 91 per cent of this growth coming from plain water."

He added that Evian Detox 2007 was the most successful campaign the company had run. In January this year, bottled water sales increased by more than ú10 million from the previous month, with Evian contributing to 62 per cent of this increase, according to Nielsen figures.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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