Evian, the UK’s No.1 plain still water brand from Danone, is celebrating the 10th year of its partnership with Wimbledon with a heavyweight campaign.
To build the excitement and anticipation before the tournament, the brand will launch its new month-long Live Young campaign on 29 May with an investment of over £350,000. The initiative encourages consumers to rediscover their inner youth with evian, featuring a number of different creatives of the brand’s famous babies. The campaign will be activated on Digital Out Of Home screens at various strategic locations across London, using geo and time-targeting technology to serve the content at the most relevant moments.
Following this activity, evian will introduce its Wimbledon campaign at the end of June backed by £1.9m of marketing support. This will include a specific Championships packaging sporting a “Snapcode”, encouraging shoppers to scan it with their phone to unlock a playful Live Young-Snapchat lens as well as an impactful Digital Out Of Home activation in London at high traffic areas featuring reactive content to engage the brand’s target audience.
What’s more, the popular Wimblewatch-format – with 12million views and three awards in 2016 under its belt – will mark its return this year with a step change to generate even more engagement. The show will be broadcast on Facebook Live from the evian suite at Wimbledon, featuring celebrity guests and influencers while covering the very best of the tournament beyond the tennis.
Aurelia Viennet, evian brand manager at Danone Waters UK & Ireland, comments: “We’re very excited to mark the 10th year of our partnership with Wimbledon. The tournament is the perfect fit for evian, and our campaigns have proved a big hit in the past, adding value to the bottled water category overall.
“Wimbledon is such an iconic event that is really about more than tennis. It taps into other themes and moments that people are passionate about. Throughout our campaign we’ll bring every aspect of the Championships to life in a youthful spirit to encourage consumers to experience Wimbledon to the full.”