Evian, owned by Danone, is a renowned mineral water brand sold in over 140 countries worldwide. Continuous innovation and powerful marketing communication have been key factors in Evian’s success. Evian’s commitment to delivering high-quality mineral water has established it as a trusted brand.
Key Takeaways:
- In just two days, the Baby&Me YouTube video by evian® reached a record-breaking 20 million views, showcasing the power of their marketing strategy.
- Evian’s marketing campaigns, including Baby&Me, have achieved exceptional engagement rates and triggered a worldwide phenomenon of brand love.
- The Roller Babies campaign in 2009 achieved the same number of views in an entire year that Baby&Me attained in just 10 weeks, highlighting the effectiveness of Evian’s marketing efforts.
- Evian’s successful marketing campaigns have resulted in a significant increase in market share in key markets like the U.S., U.K., France, and Germany.
- Evian’s premium pricing strategy has positioned it as a market leader in the premium mineral water segment, catering to consumers who value superior quality and luxury.
Evian’s marketing strategy has played a crucial role in establishing its global presence and market leadership. Through creative and impactful campaigns like Baby&Me, Evian has captivated millions of viewers, generating record-breaking views and shares. The success of their marketing initiatives has not only increased market share but also reinforced Evian’s position as a trusted and premium brand.
To meet the diverse needs of consumers, Evian offers a wide range of bottle sizes and packaging options, including plastic and glass packaging. Beyond their flagship mineral water product, Evian has expanded into organic skincare products and luxury resort operations, demonstrating their commitment to catering to various consumer segments.
With a valuation of over a billion dollars, Evian’s successful presence in the market reflects its effective marketing strategies. By combining innovation, engagement, and a premium pricing strategy, Evian continues to lead in the mineral water industry, attracting customers who prioritize luxury and natural products.
About Evian
Evian, owned by Danone, is a globally recognized brand of mineral water that has established its stronghold in over 140 countries worldwide. With a valuation exceeding a billion dollars, Evian has positioned itself as a premium brand targeting higher-income consumers.
Evian’s commitment to quality is at the core of its brand positioning. It offers a diverse range of bottle sizes to cater to varying consumer needs, including 330ml, 500ml, 1L, and 1.5L in plastic packaging, as well as 750ml and 1L in glass packaging. This ensures accessibility and availability of its premium mineral water.
In addition to its renowned mineral water, Evian has expanded its product range to include organic skincare products and operates a luxurious resort in Évian-les-Bains, France. This strategic diversification allows Evian to cater to a wider range of consumer preferences, further solidifying its brand image.
Evian’s pricing strategy is a reflection of its commitment to excellence. As a premium brand, it positions its products at higher prices compared to competitors, emphasizing the superior quality and value of its offerings. For example, in its collaboration with Balmain, Evian launched a range of exclusive products, including an organic cotton and recycled polyester t-shirt priced at €590, a bob priced at €250, and a jacket priced at €2,890.
Beyond its commitment to quality, Evian is also dedicated to sustainability. The brand has set ambitious goals, such as developing a technology to create 100% recycled plastic bottles by 2025. These initiatives resonate with a target demographic that values environmentally friendly practices and helps Evian maintain its position as a leader in the industry.
Evian’s sponsorship of prestigious events like Wimbledon adds to its brand prestige and aligns with its target audience’s lifestyle aspirations. However, the brand also faces challenges in lifestyle branding, as it needs to adapt to changing consumer preferences and evolving market trends. Nevertheless, Evian has demonstrated its ability to adapt and evolve over time to maintain its status as a sought-after lifestyle brand.
The History of Evian
Evian’s history dates back to 1789 when the natural mineral water source was discovered in the picturesque town of Évian-les-Bains, nestled in the French Alps. Since then, Evian has become synonymous with premium bottled water, renowned for its purity and exceptional taste.
The story of Evian is closely intertwined with its commitment to producing water for infants. In 1935, the brand recognized the importance of providing safe and hygienic drinking water specifically for babies, becoming the first bottled water company to focus on this niche market. This dedication to infant hydration laid the foundation for Evian’s reputation as a trusted and reliable brand.
Throughout its long history, Evian has maintained a steadfast commitment to quality and authenticity. Bottled at the source, the water undergoes a meticulous 15-year journey, starting as rain or snow on the majestic Alpine peaks and slowly making its way through mineral-rich layers of rock before reaching the spring.
Evian’s bottling facility, established in 1792, stands as a testament to the brand’s unwavering dedication to preserving the natural qualities of its water. Located in Évian-les-Bains, the facility combines cutting-edge technology with time-honored craftsmanship to ensure that each bottle of Evian captures the essence of purity and elegance.
Today, Evian continues to be a prominent figure in the premium water market, solidifying its position as the third most popular brand in the United States. Although facing challenges from competitors like FIJI and Glacéau smartwater, Evian remains a salient and well-established player, acknowledged for its rich history and commitment to quality.
However, there are concerns about a lack of innovation in Evian’s bottle shape and influencer usage, which may have contributed to its decline compared to rivals. To revive its fortunes, Evian must focus on aligning its marketing strategy with its rich brand story while addressing the evolving needs and expectations of consumers. It remains to be seen whether a new bottle shape alone would be sufficient or if there is a need for a deeper connection between Evian’s marketing and its original purpose.
Evian’s Journey Through Time
| Year | Event |
|---|---|
| 1789 | Discovery of the natural mineral water source in Évian-les-Bains |
| 1792 | Establishment of the Evian bottling facility |
| 1935 | Special focus on producing water for infants |
| 2019 | Introduction of the collapsible bubble dispenser, reducing plastic usage |
| July | Launch of the first label-free, 100% recyclable and 100% recycled bottle |
| September | Expansion of the 100% rPET range with the introduction of ‘Bottle made from bottles’ in select European countries |
As Evian looks to the future, the brand has pledged to make all its plastic bottles from 100% recycled materials (rPET) by 2025. With a focus on source protection, packaging and recycling, and climate journey, Evian aims to contribute to a sustainable future while preserving the natural beauty of Évian-les-Bains and its surroundings.
Stay tuned to learn more about Evian’s marketing mix, product range, accessibility, sustainability initiatives, market analysis, and much more as we delve further into the brand’s strategies and successes.
The Marketing Mix
Evian, a luxury brand established in 1789, has successfully positioned itself as a premium mineral water offering associated with health and well-being. The brand’s marketing mix incorporates the traditional 4 P’s principle along with additional elements to meet the evolving demands of its target market.
The product element of Evian’s marketing mix focuses on delivering high-quality water sourced from the pristine French Alps. To ensure strict quality standards, more than 300 microbiological tests are conducted during production. Evian has also transitioned to using 100% recyclable containers, catering to the growing preference for environmentally friendly packaging.
The target market for Evian consists of health-conscious individuals, environmentally aware consumers, and those with higher discretionary income. By emphasizing purity, health, and naturalness in its marketing strategy, Evian appeals to consumers who value quality, taste, and overall wellness.
Evian’s pricing strategy reflects the premium nature of its product and packaging. The high-quality water sourced from the French Alps and the eco-friendly packaging justify the premium pricing. While the brand has faced criticism for its high price, it continues to attract consumers willing to invest in a luxury drinking experience.
In terms of promotion, Evian engages in various marketing campaigns to create a strong brand association. The marketing slogan “Live Young” emphasizes a feeling of rejuvenation and refreshment associated with drinking Evian water. The brand has also employed innovative promotional tactics, such as the #EVIANBOTTLESERVICE campaign in New York City, which allowed consumers to request water bottles by tweeting their location.
Personal selling plays a crucial role in Evian’s marketing strategy. By interacting directly with consumers, Evian provides detailed information about its product, creates a unique experience, and builds trust and loyalty among its customer base.
Overall, Evian’s marketing mix combines product quality, sustainable packaging, strategic pricing, innovative promotions, and personalized customer interactions to position itself as a top-tier brand in the mineral water industry.
Evian Product Range
Evian, a renowned brand in the bottled water industry, offers a wide range of products to meet various consumer preferences and needs. Their product range is designed to cater to different occasions, ensuring that there is an Evian option for every consumer. Let’s explore some of the key product lines offered by Evian:
Everyday Range
The Evian everyday range is perfect for those looking for a refreshing and hydrating drink throughout the day. This range includes the classic Evian Natural Mineral Water, available in various bottle sizes, making it convenient for consumers to enjoy the purity and freshness of Evian wherever they go.
Premium Range
For those seeking a touch of luxury and exclusivity, Evian’s premium range offers a selection of high-end bottled water options. These premium products are packaged in elegant glass bottles, adding a sophisticated element to any dining experience or special occasion.
Label-Free Range
Evian understands the growing concern for sustainability and reducing environmental waste. To address this, they have introduced their label-free range, featuring bottles with minimalist designs that eliminate the need for labels, reducing waste and promoting a more eco-friendly option.
Limited Edition Designer Range
Evian collaborates with renowned designers and artists to create limited edition bottles that are not only functional but also serve as collectible pieces of art. These limited edition designer bottles are highly sought after by collectors and enthusiasts worldwide, showcasing the brand’s commitment to creativity and innovation.
Kids Bottle Range
Ensuring that even the little ones stay hydrated, Evian offers a range of bottles specifically designed for children. These bottles feature child-friendly designs and sizes, making them appealing and easy for kids to hold and consume their water, promoting a healthy lifestyle from an early age.
With its diverse and comprehensive product range, Evian continues to provide consumers around the world with premium quality bottled water options. From everyday hydration to special occasions, Evian’s products offer purity and freshness in every sip, reinforcing its position as a leading brand in the bottled water industry.
Accessibility and Availability
While Evian positions itself as a premium brand, it remains committed to ensuring accessibility and availability for consumers. Recognizing the diverse needs and preferences of its target market, Evian provides a range of bottle sizes and packaging options to cater to different consumption occasions.
Through its extensive distribution network, Evian products are easily accessible to consumers worldwide. The brand has established partnerships with supermarkets, convenience stores, and other retail outlets, ensuring that Evian is readily available in both urban and rural areas. This accessibility enables consumers to enjoy the refreshing taste of Evian water wherever they are.
Evian’s dedication to sustainability is also reflected in its accessibility efforts. All Evian bottles across the range contain, on average, 30% recycled plastic (rPET), showcasing the brand’s commitment to reducing its environmental impact. Evian has set an ambitious goal to make all its plastic bottles from 100% recycled plastic by 2025, collaborating with companies like Loop Industries to develop technology for large-scale recycling of PET plastic waste.
Furthermore, Evian partners with Veolia and governments to increase the collection and recycling rates of plastic bottles globally and locally. Through the Danone Ecosystem Fund, the brand has been supporting collection initiatives since 2009 to reduce plastic waste and promote a circular economy.
This image showcases Evian’s commitment to accessibility and sustainability. It represents how Evian aims to make its products available to a wide range of consumers while incorporating recycled materials into its packaging.
In addition to its accessibility efforts, Evian actively engages in educational initiatives to raise awareness about plastic waste. The brand creates informative documentaries and content pieces to change consumer perceptions and encourage responsible consumption.
As part of its commitment to environmental stewardship, Evian participates in research missions with organizations like The Ocean Cleanup to help rid the oceans of plastic waste. Furthermore, Evian calls for collaboration with partners across industries to drive sustainable change in plastic usage and waste management, emphasizing the importance of collective action.
Evian’s dedication to accessibility, sustainability, and education reinforces the brand’s position as a leader in the bottled water industry.
| Statistics | Data |
|---|---|
| Carbon Neutrality | Achieved by Société Anonyme des Eaux Minérales d’Evian for products sold worldwide in accordance with PAS 2060 at 31 December 2020 |
| Weighted Average Carbon Footprint | 140.4 g CO2e per litre of products in 2020 |
| Total Sales | 1,306 million litres of Evian products between 1st January 2020 and 31st December 2020 |
| Absolute Carbon Footprint | 183,449 tCO2e |
| Included GHG Emissions | Carbon dioxide (CO2), methane (CH4), nitrous oxide (N2O), sulphur hexafluoride (SF6), perfluorocarbons (PFCs), and hydrofluorocarbons (HFCs) |
| Included Emission Scopes | All Scope 1, 2, and 3 emissions relevant to the certification scope |
| Included Life Cycle Stage | Raw materials and packaging processes |
| Conservative Assumptions | Made for estimates, such as for the use and end-of-life phases |
Evian Pricing Strategy
Evian, renowned for its premium quality and luxury image, employs a pricing strategy that aligns with its brand positioning. By setting its prices higher than its competitors, Evian creates an air of exclusivity, appealing to consumers who value high-end products. The pricing strategy reinforces the perception of Evian as a natural and superior brand of water.
The cost involved in producing each bottle of Evian water is directly linked to the unique geological and climatic processes used in its sourcing. This contributes to Evian’s premium pricing strategy, as the brand prioritizes water purity and quality above all else. The investment made in maintaining these processes ensures that Evian remains a top-tier bottled water brand.
Although Evian’s pricing may be higher compared to other bottled water brands in the retail sector, it resonates with its target market of consumers with higher income levels. The association of Evian’s brand image with high-end and high-quality drinking water further reinforces the perception of value among its target customers.
In addition to its premium pricing, Evian also focuses on sustainability initiatives. The brand aims to use 100% recycled materials in its packaging by 2025. This commitment to the environment appeals to environmentally conscious consumers and further justifies the brand’s pricing strategy, as it encompasses both quality and sustainability.
Here is a comparison of Evian’s target market pricing in Malaysia:
| Bottle Size | Price (RM) |
|---|---|
| 1.5-liter | Approximately 9.32 |
| 500ml | Around 4.90 |
Evian’s pricing strategy is a key component of its overall brand strategy, positioning the brand as a premium and exclusive choice for consumers seeking high-quality and sustainable bottled water. The brand’s commitment to purity, sustainability, and superior production processes justifies its premium pricing and sets it apart from its competitors.
Evian Distribution Channels
Evian’s distribution strategy focuses on ensuring that its products are readily available to consumers through various distribution channels. By utilizing a diverse range of channels, Evian maximizes its brand visibility and accessibility to a global consumer base.
One of the primary distribution channels for Evian is supermarkets. The brand has established strong partnerships with major supermarket chains, allowing its products to be prominently displayed and easily accessible to shoppers. This widespread presence in supermarkets enables Evian to reach a large number of consumers seeking premium bottled water.
In addition to supermarkets, Evian also utilizes convenience stores as distribution channels. With their widespread presence in urban areas and busy locations, convenience stores offer a convenient and easily accessible option for consumers to purchase Evian’s products on-the-go.
Evian has also tapped into the growing trend of online shopping by partnering with various e-commerce platforms. This allows consumers to order Evian products directly to their doorstep with just a few clicks. The convenience and ease of online shopping have made it a popular choice for many consumers, and Evian has made sure to leverage this channel.
Another distribution channel that Evian utilizes is specialty beverage stores. These stores focus on offering a curated selection of high-quality beverages, including premium bottled water, catering to a niche market segment that prioritizes luxury and unique offerings. Evian’s collaboration with famous designers for limited edition bottles has helped position the brand as high-end and fashionable, making it a desirable product for specialty stores.
Table: Evian Distribution Channels
| Distribution Channel | Key Features |
|---|---|
| Supermarkets | Wide reach and visibility |
| Convenience Stores | On-the-go accessibility |
| Online Retail Platforms | Convenient home delivery |
| Specialty Beverage Stores | High-end and fashion-forward positioning |
Through a diverse portfolio of distribution channels, Evian ensures that its products are readily available to consumers around the world. This strategic approach allows the brand to cater to different consumer preferences and effectively meet the demand for premium bottled water.
Evian Advertising Campaigns
Evian has a long-standing reputation for creating impactful advertising campaigns that captivate audiences and effectively communicate its brand message. These campaigns have played a vital role in establishing Evian as a global player in the bottled water industry.
One of Evian’s most memorable campaigns is “Baby&Me,” which achieved unprecedented success. The accompanying YouTube video garnered a staggering 20 million views in just two days, eventually reaching a total of 100 million views after 10 weeks. This record-breaking campaign also generated 6.9 million shares, demonstrating its viral impact and widespread engagement.
A key component of the “Baby&Me” campaign was the innovative app that allowed people to “babify” their faces, resulting in 25 million baby pictures. This interactive element further amplified the campaign’s reach and added a personal touch, fostering a deeper connection between the audience and the brand.
The success of “Baby&Me” extended beyond digital engagement. At the 2013 Cannes Lions International Festival of Creativity, the campaign received prestigious recognition, winning Silver and Bronze in the Film category, Silver in the Film Craft category, and Gold in the Outdoor category. This accolade not only solidified Evian’s creative prowess but also showcased its ability to resonate with diverse audiences.
Additionally, the “Baby&Me” campaign surpassed the viewership numbers of Evian’s previous iconic campaign, “Roller Babies.” Within just 10 weeks of its launch, “Baby&Me” recorded over 100 million views across various platforms, surpassing the total viewership of “Roller Babies” in an entire year. This immense popularity contributed to Evian’s significant increase in market share across key markets like the U.S., U.K., France, and Germany.
Evian strategically leverages partnerships, event sponsorships, and advertising campaigns to reinforce its image as a premium lifestyle brand. By emphasizing purity, wellness, and luxury, Evian appeals to health-conscious consumers who seek products aligned with their values.
Evian’s commitment to health and wellness is further emphasized through its sponsorship of prestigious events like Wimbledon. This association with high-profile sporting events allows Evian to tap into health and wellness trends and resonate with environmentally responsible consumers.
However, Evian also faces the challenge of maintaining brand authenticity and staying relevant in a crowded market. To tackle this, the brand continually adapts its strategies to maintain its status as a lifestyle brand. Evian’s collaboration with renowned designers annually to create limited edition bottles serves as a testament to its commitment to high-end and fashionable branding.
Overall, Evian’s advertising campaigns have proven to be highly successful in generating brand awareness, engaging consumers, and reinforcing the brand’s premium lifestyle image. Through creative storytelling and strategic partnerships, Evian continues to captivate audiences and maintain its position as a global leader in the bottled water industry.
Evian Sustainability Initiatives
Evian is committed to sustainability and responsible practices. The brand has implemented various initiatives to reduce its environmental footprint, contribute to a circular economy, and promote a more sustainable future.
Recycled Packaging
The sustainable packaging journey of Evian began in January 2018 when the brand pledged to transform its packaging and make all plastic bottles from 100% recycled PET (rPET) by 2025. Currently, 43% of Evian bottles are made from recycled plastic (rPET), and the brand has set a target to reach 100% rPET in its plastic bottles by 2025. This commitment not only helps reduce plastic waste but also promotes the use of recycled materials in product packaging.
Partnerships for Plastic Recycling
Evian has partnered with Loop Industries to utilize breakthrough technology that facilitates large-scale plastic bottle recycling. Loop Industries can recycle PET plastic infinitely and at scale, ensuring high-quality resin for the creation of new items. Through this partnership, Evian is contributing to the development of a more sustainable and circular economy.
Additionally, Evian has joined forces with Plastic Bank, a social enterprise that supports the collection of plastic bottles from nature. Plastic Bank operates in selected markets such as Switzerland, Mexico, Hong Kong, Thailand, and Taiwan, building ethical recycling ecosystems in coastal communities. By transforming plastic waste into valuable material for reintegration into the global supply chain, Plastic Bank and Evian are making significant strides in combating plastic pollution.
Investment in Recycling Infrastructure
Evian has invested over $5 million in the Closed Loop Fund, a social impact fund that develops large-scale recycling infrastructure in the United States. The aim is to improve plastic bottle collection and recycling rates, working towards a more sustainable future for plastic waste management.
Sustainable Packaging Innovations
Evian has achieved significant milestones in sustainable packaging. The introduction of the new 5L ‘bubble’ bottle has reduced plastic packaging by 60% compared to a 1.5L bottle. This innovative design not only minimizes plastic waste but also ensures the bottle is 100% recyclable, just like all their other bottles. It is part of Evian’s commitment to circularity by keeping virgin plastic out of nature and reducing carbon emissions.
Furthermore, Evian collaborated with Soma to design a refillable glass water bottle, promoting conscious consumption practices and emphasizing sustainability in packaging. This collaboration highlights Evian’s continuous efforts to innovate and offer more sustainable alternatives to traditional plastic bottles.
Energy Efficiency and Carbon Neutrality
Evian has made significant strides in reducing energy consumption and carbon emissions. Since 2008, Evian has reduced its energy consumption by 25%. The evian® factory holds ISO 50001 certification since 2012, ensuring efficient energy management. Additionally, Carbon Trust has certified evian®’s products in the United States and Canada since 2017, along with certifying the evian® bottling site in France as carbon neutral in 2020. These certifications demonstrate Evian’s commitment to environmental sustainability.
Transportation Sustainability
Evian prioritizes transportation sustainability by choosing trains over trucks for bottle transportation whenever possible. Approximately 90% of Evian bottles are transported from the factory to warehouses by train, significantly reducing the carbon footprint associated with transportation.
Evian’s sustainability initiatives not only showcase the brand’s commitment to responsible practices but also align with the growing consumer demand for environmentally-friendly products. By implementing these initiatives, Evian reinforces its brand image as a leader in sustainability and attracts eco-conscious customers who prioritize sustainable choices.
Evian Market Analysis and Competitive Research
Evian, a leading brand in the bottled water industry, understands the importance of in-depth market analysis and competitive research to maintain its position as a market leader. By continuously analyzing market trends and consumer preferences, Evian gains valuable insights that shape its marketing strategies and drive innovation.
One of the key aspects of Evian’s market analysis is examining consumer behavior and preferences. The brand closely studies changing consumer trends, including the increasing demand for premium and pure water options. Evian positions itself as a premium, pure water brand, tapping into consumers’ desire for quality and natural goodness. By leveraging its mountain-sourced water, Evian appeals to individuals seeking purity and beauty in their choice of bottled water.
In addition to understanding consumer preferences, Evian conducts thorough competitive research to stay ahead of its rivals. The brand analyzes its competitors’ strategies, product offerings, and pricing structures to identify areas of opportunity and differentiation. This competitive research allows Evian to tailor its marketing campaigns and positioning to stand out in a crowded market.
Evian’s commitment to differentiation is evident in its branding and marketing efforts. The brand projects a sense of style, elegance, and a live young attitude, setting itself apart from other bottled water brands. Evian’s focus on projecting a desirable lifestyle helps it connect with its target audience and build brand loyalty.
Evian’s parent company, Danone, further supports its market analysis efforts. Danone, ranking #1 in dairy and plant-based products as well as waters and infant nutrition, has a comprehensive understanding of consumer preferences and market dynamics. This knowledge allows Evian to leverage the strength of the Danone portfolio while marketing each brand individually without concerns of cannibalization.
Expanding Mobile Presence and Embracing Innovation
Recognizing the growing influence of digital platforms, Evian plans to expand its mobile presence to reach a wider audience. With a strong digital audience, the brand aims to engage consumers through innovative mobile marketing strategies and interactive campaigns.
Evian has also implemented ‘The Source,’ an initiative that brings together young creatives and curated content to inspire and evoke a sense of wonder. By embracing innovation and creativity, Evian continually refreshes its brand image and keeps its partnerships and campaigns fresh. This approach helps Evian stay relevant and resonate with its target audience.
In conclusion, Evian’s success in the bottled water market is due in part to its comprehensive market analysis and competitive research. By staying attuned to consumer preferences, leveraging its differentiation strategy, and embracing innovation, Evian maintains its position as a premium, pure water brand. Through its partnership with Danone, the brand benefits from a wealth of market knowledge and resources, ensuring continued growth and success.
Conclusion
Evian’s marketing strategy has successfully positioned the brand as a leader in the premium mineral water segment, thanks to its alignment with evolving health and wellness trends. By sponsoring prestigious events like Wimbledon, Evian has effectively promoted its brand and created associations with luxury and sophistication.
However, maintaining lifestyle brand authenticity poses a challenge for Evian. Despite this, the brand’s transition to a lifestyle brand demonstrates the power of aligning products with aspirational narratives. This approach has enabled Evian to forge emotional connections with consumers, fostering brand loyalty.
With its wide availability in over 140 countries worldwide and a diverse product range that includes various bottle sizes and special collections, Evian ensures that consumers have options to suit their preferences and needs. By targeting higher-income customers and positioning itself as a premium brand with a pricing strategy that emphasizes exclusivity and quality, Evian has successfully established itself as a market leader.
Overall, Evian’s marketing mix, strong product positioning, and strategic advertising campaigns have played a crucial role in the brand’s success. However, the brand must continue to adapt its marketing strategy to fit the preferences and behaviors of American consumers, who are highly price-sensitive. By doing so, Evian can further solidify its position in the competitive bottled water market.
