Concerns about the environment and the economy put pressure on Europe’s natural mineral water market. Tap water was the cheapest option.<\/p>\n\n\n\n
Evian’s native market, France, was still its strongest, but 54 percent of Evian consumers believed the brand was too costly, and 32 percent couldn’t think of a credible reason to purchase it.<\/p>\n\n\n\n
In addition, in 2009, the global recession affected demand for premium water, and environmental concerns drove down sales of bottled water generally. Evian, on the other hand, was unable to cut its pricing due to high export expenses. In comparison to other French spring water brands, Evian was three times more costly. In other parts of Europe, such as the United Kingdom, Germany, and Belgium, the disparity was much more pronounced.<\/p>\n\n\n\n
The advertising agency, BETC, Paris, was entrusted with making Evian a really global brand that had a consistent global territory. To re-establish a connection with its customers, Evian had to boost its emotional appeal by strengthening its equity. A low-investment event for the brand might bring it back to the spotlight.<\/p>\n\n\n\n
The water’s authenticity had been the subject of previous advertisements, but it wasn’t enough to entice customers anymore.<\/p>\n\n\n\n
Doctors began recommending Evian as the best water for newborns in 1935 because of its high mineral content. BETC Paris created its “Live Young” campaign based on this knowledge of the health-consciousness and desire to stay young of the people it wanted to reach.<\/p>\n\n\n\n