Evian starts 2010 with Renew message

16 April, 2010

Evian is relaunching its annual January campaign as Evian Renew.

For the past nine years Danone Waters’ Evian Detox offensive has driven sales of bottled water in January after the festive excesses of December.

This year the brand owner will spend £3 million on communicating the Evian Renew message. The campaign will include ads on TV after a two?-year absence from the small screen.

The creative features babies in nappies performing roller-skating stunts. The babies will also appear on promotional bottles and multipacks.

From January 1, sales promotions in major retailers will include buy-one-get-?one-free on 50cl and 70cl bottles, and a 50% extra free offer with 4x75cl multipacks.

Brand manager Adrien Varrod said: “Our annual Detox campaign has gone from a standing start in 2000 to strong sales in the first six weeks of the year.

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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 – which makes it especially galling that we spend so much time divided over it.

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