Hasta La Creative!

Evian may have made a splash with its dancing, roller skating babies but the brand is still struggling for relevance in the U.S.

Awareness of the brand is strong and the “Live Young” campaign has been extremely popular, said Eric O’Toole, president-GM at Danone Waters North America, which imports and markets Evian. Between 1978, when distribution in the U.S. began, and 2000, the brand grew consistently. But in the decade that followed, Evian’s relevance tapered off — it’s stabilized in recent years thanks, in part, to the launch of the Baby & Me advertising effort.

“The brand allowed other brands like Fiji and Smartwater to define the game and keep the pressure on. They innovated on bottle shape and the use of influencers in the space,” said Mr. O’Toole. “While they gained steam, Evian was quietish. Share began to swing and the brand now finds itself No. 3 behind Fiji and Smartwater.”

Continue reading at AdAge.com