Evian has tapped into a brilliant and creative campaign that is a great example of marketing to women that engages online. The brainchild: babies. Now early in my career, I learned if you really want to break through, it’s a cheap trick to put a dog or a baby in your commercial. With it’s “Live Young” campaign, Evian campaign, gives new life to the baby angle.
Please, it’s water. Talk about a parity product. It’s a challenge to find that differentiator or to at least create one. But Evian makes the message memorable and expands on it through modern media vehicles. Using traditional mediums mixed with online video, user-generated engagement, Facebook and microsite, Evian breaks through with the video below but extends it all around the web and world. While it appeals to all people (as most marketing to women creative should), I think it especially appeals to women. We are the ones changing most of the planet’s diapers. We are the ones buying most of the face cream that fights crow’s feet. We are the healthcare decision makers who are trying to find new ways to keep our families healthy. Evian message resonates with us. It’s simple, clean and good clean fun. If you want a laugh, just add Evian to your Facebook newsfeed. 59 million likes can’t be wrong!
Want to see more, check out my first post in my series 20 examples of marketing to women that connects.
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