Evian in Major New Year Detox Push

The new back of packs will include information on the purity of Evian and the role water plays within body renewal, highlighting the Evian 6 week Body Renewal message.

02/01/2008 In January last year, sales of Evian increased by a massive 72%, with plain still bottled water sales increasing by over £10m from the previous month, and with at least the same forecast for January 2008, bottled water provides an amazing profit opportunity for savvy retailers.

The 2008 Evian Detox campaign is supported with a £1.5m marketing spend and includes a schedule of activity targeted at the commuter that lasts for a 4 week burst from the 2nd of January onwards.

There will be a heavy weight nationwide 6-sheet campaign. On both the 2nd and 7th January an impactful cover-wrap on the Metro will hit over 2,000,000 commuters.

For those that travel by car there will be heavyweight national radio campaign on the 2nd, 3rd and 7th of Jan across 43 stations in the UK such as Heart, Galaxy and Kiss that targets commuters on their way to work.

Advertising will also appear on the ticket barriers at 33 train stations nationwide. Impactful in-store POS and shelf ready packaging of Evian Detox packs will help create noise for the bottle water category.

There will be new eye-catching, category disruptive Evian Detox packaging, at the start of the New Year to both highlight the Detox campaign and create stand out in the aisle. The new back of packs will include information on the purity of Evian and the role water plays within body renewal, highlighting the Evian 6 week Body Renewal message.

Steve Flanagan, Category Strategy Manager at Danone Waters, comments: “This will be the 8th Evian Detox and is being supported in 2008 with an increased marketing spend of £1.5 million. The campaign has fantastic consumer awareness and is proven to drives sales in the bottled water category.

“Indeed, throughout January bottled water provides one of the only growth areas for soft drinks in-store – 91% of the soft drinks growth comes from plain water. We strongly recommend retailers take advantage of the sales opportunity and stock up!”