According to Joey Luo’s blog, Drink Evian to “Bring out the Baby in You”, the value proposition of Evian is young lifestyle and pure living attitude. Evian uses its classical theme of babies in advertisements to convey the message “youth is not a matter of age, it’s an attitude.”

Joey uses many interesting videos of the previous advertisements of Evian with its brand history of it to show that Evian successfully established its unique image and status. The unchangeable value proposition helps Evian to become the most popular water brand especially with babies. The slogan of Evian is “Drink pure and natural, Live Young”, which gives Evian a positive image and makes a closer relationship with customers. The advertisements spur an emotion that Evian is youthful and pure.

Evian uses cute babies as a leverage to promote its goodness and catches people’s attention. For instance, in video embedded in Joey’s blog, grown people become small babies in mirrors. It shows that Evian is pure and natural, and drinking Evian makes people younger and vivid.

Joey’s post makes it clear that Evian is an example of success which chooses the right value proposition, leading to its market dominance.

Reference:

https://blogs.ubc.ca/jojoluoo/2013/11/05/drink-evian-to-bring-out-the-baby-in-you/