Why Evian now spends 80 percent of its marketing budget on digital media
Evian is placing its bets on Snapchat, Instagram and influencer marketing in order to gain an edge.
It’s a departure for the brand, which used to be focused on how “pure” its water was, said Olivia Sanchez, vp of marketing for Evian parent Danone Waters. “We have evolved to lifestyle moments: Evian is served at high-end events, restaurants and hotels,” she said. “A bottle of water is an extension of who you are and what you talk about.”
Evian in the U.S. now spends 80 percent of its ad budget on digital, especially on social media and search, which Sanchez said are most cost-efficient in reaching the coveted millennial set that is likelier to reach for water than soda. “We are trying to steer away from traditional marketing channels,” she said.
Snapchat and Instagram are two platforms that Evian is most interested in at the moment. For instance, in its “Live Young” campaign this summer, Evian added Snapcodes to the packaging of millions of Evian bottles. When customers scanned the code, they were directed to a branded Snapchat lens that let them dance in a baby onesie. Around 27.3 million people in the U.S., or 42 percent of Snapchat users, tried this branded filter, said Sanchez. Today, in order to access this branded filter, people need to play a mobile game that Evian has developed, where they go through a maze and grab Evian bottles on the way by swiping left and right. When they earn 1,000 points they will unlock the Snapchat lens.
In the U.S., bottled water is estimated to be an $18 billion market this year, and that number will increase to approximately $24 billion, according to research firm Mintel. In the competitive water category, Evian’s competitors are not just other bottled water brands but also water filters and portable refillable bottles.
“I think Snapchat is a competitive platform if your goal is reach in a targeted market,” said Sanchez. “I wouldn’t say that Snapchat’s reach is more expensive than other platforms because it is extremely interactive and has very engaged users.”
Sanchez, however, said Evian doesn’t plan to test Snapchat’s new 3-D augmented reality lenses anytime soon.
On Instagram, on the other hand, Evian usually uses Stories to live broadcast its own events and sponsored events like the U.S. Open, along with partnering with fashion influencers on the platform. For instance, Evian recently worked with lifestyle influencer Chiara Ferragni — who has over 11 million Instagram followers — on limited-edition Evian bottles: 750 milliliter glass and 500 milliliter plastic bottles that feature Ferragni’s eyelash iconography, star motifs and Evian logo-inspired art. And a limited-edition 330 milliliter glass bottle is also exclusive to the water bar at retail concept store Colette in Paris, where Evian hosted a party to debut its limited-edition bottles. Sanchez declined to disclose how many limited-edition bottles Evian is distributing, but she said those bottles are available in more than 30 countries worldwide.
Sanchez thinks fashion is a natural connection for Evian because the water brand is served behind the scenes when models get ready for their shows and at upscale restaurants. The idea is to make the water you drink stand for something. “Water expresses who you are, just like fashion,” she said.
From a product development perspective, Evian won’t introduce water with flavor or functional benefits, although functional beverages are a growing trend in the U.S., according to Sanchez.
“Those functional claims will eventually have people question them,” she said. “In the end, the level of mineral and purity that water has still matters the most, so I think water with functional benefits is a trend that will eventually wear off.”
‘Clever about how we rest’: As uncertainties drag into fall, agencies are facing a burnt out and fearful workforce
Agency employees and executives say that a feeling of fatigue due to the on-going uncertainty and the need to be always on has set in.
‘A credible voice’: Why Honda is doubling down on esports
Honda has struck deals with Riot Games, pro esports team Team Liquid and Twitch as it looks to maintain its appeal among first-time car buyers.
Member Exclusive‘2020 has been the year of contingency plans’: The new norms of marketing
Six months into a paradigm shift in marketing due to on-going crises, marketing leaders say that many of the coping changes put in place are here to stay.
SponsoredThe race to frictionless consumer journeys is expanding beyond marketplaces
Compressing consumers’ path-to-purchase is the holy grail of advertising and marketing. When Jeff Bezos authored 1-Click in 2011, advertisers began to realize that in some cases — especially for consumables — awareness, consideration and purchase can all happen in seconds. Since then the rise of e-commerce marketplaces has forced a major shift in the design […]
Snap is exploring bringing ads to Minis
Snap launched Minis, lightweight third-party applications that sit within the Snapchat app, in July. Now it's looking to monetize them.
Deep Dive: How the Summer of 2020 forced brand marketing to change for the better
The coronavirus crisis upended the world for brands and marketers, but as it turned out, the pandemic only marked the beginning of a wave of technological and social changes that would sweep the nation. A summer of protests ignited calls for change from the street to the boardroom, prompting brands to examine their values and […]