Gaelle Gicqueau and Charlotte Bals
Brand owner: Danone
In 2009, the Evian Rollerbabies became the most viewed ad ever on YouTube (certified by the Guinness World Records). As people turned the Rollerbabies into a global success, Evian became an iconic digital brand. In 2013, the Evian babies were back.
On 19 April 2013, Evian launched its new campaign with three objectives:
- Reconnect the youth platform that was now 15 years old with all of its international audiences.
- Create a maximum amount of earned media from a very low media budget, by engaging people with the conversation as much as possible.
- Always justify the brand utility, to give consumers a good reason to pay three times the price for water that flows freely on tap, in times of recession.