Advertisements influence  consumer behaviour. In class, we talked about how different brands of bottled water,  a good that is available for free, is differentiated. Evian water was recommended as  as the best water for babies, first introduced in 1935 in France. Until now, they have remained the number one brand water used by mother for babies.

They have taken creative approaches to stay true to its brand history.  In turn, they are able to differentiate their product from other water bottle brands.

The baby campaign was first introduced in 1998 as the Water Babies.

https://www.youtube.com/watch?v=lCOcjWG6Ykc

And then, a decade later, the Roller Babies

https://www.youtube.com/watch?v=XQcVllWpwGs

More recently, the Baby & Me campaign was launched.

https://www.youtube.com/watch?v=pfxB5ut-KTs

and also, the Baby Inside

https://www.youtube.com/watch?v=Vg1jAWtWUaU

These advertisements embraces the “Drink pure and natural, Live Young” slogan through a reflection of grown people as dancing babies. The campaign focuses on Evian’s  commitment to the Live Young lifestyle message: “youth is not a matter of age, it’s an attitude.”

These ad taps into several attitudes, including the affective component because the ad may have sparked a new emotion that Evian water is pure and youthful, which can engage in buyers buying the product. As one of the most watched youtube videos, the commercial has not failed to catch people’s attention.

The campaign is a great example of how Evian promotes the goodness of the product by using babies as a leverage to symbolize youth and purity.

Sources

http://www.adweek.com/news-gallery/advertising-branding/10-most-viral-ads-2013-so-far-149832#google-how-it-feels-through-glass-10

http://www.mediabistro.com/alltwitter/evianbabyandme_b43913

http://www.adweek.com/news/advertising-branding/ad-day-evian-148706