Evian: We Will Rock You

Brand Name: Evian
Client Name:
Evian
Agency Name: BETC Euro RSCG
Category for this Entry: FMCG Food & Non-alcoholic Beverages & Small budget (Silvers)

Summary

In order to sustain Evian's premium price in a commoditized market, Evian's 'We will rock you' campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand's status and transform it into a badge of youthfulness. To achieve this goal, the campaign went beyond advertising, conceiving a global 'advertainment' in which adults singing a mythical song with children's voices were the basis for a global entertainment program. Despite a modest advertising budget the campaign succeeded in reaching all of the goals set and achieving considerable market share gain.