23July 10 EVIAN Baby Inside awakens the child in usBy Duc Tran
In 2009, it is impossible for consumers to escape the French campaign of Evian, where hip-hop babies engage and dance moon walk. Orchestrated by BETC Euro RSCG 4D, the six videos official campaign "Roller Babies" totaled over 40 million views, and the campaign itself has become a case study of communication strategy. A year later, they are not more videos that will talk about the mineral water brand but a new medium and a new way to communicate, which also does not lack boldness. To prepare for the launch of the new advertising campaign which will start officially in July 28 next, the brand of the Danone Group has focused on a smaller universe, but inevitably stimulate the appetite, because many influential bloggers on the Internet are the enthusiasts fashionistas and are very receptive to new daring. Indeed, Evian has chosen the famous Parisian concept store Colette to present its collector's edition t-shirts "Baby Inside". What is it ? "Baby Inside" is a collection of tee shirts on which is printed on a white background, the picture of a child in nappies, meant to symbolize the baby remaining in each. And when one puts the T-shirt is a gallery of portraits of men and women of all generations which comes alive and tries to convey a message that youth is grown and is a matter state of mind. Two models, male and female, and four differents visuals babies are available at Colette and colette.fr from 19 July and to celebrate their arrival at the concept store, a professional photographer will offer to new buyers to be immortalized with their T -shirt on Saturday, July 24 from 2:00 p.m. to 6:00 p.m. Price : 30 euros www.evian.fr www.colette.fr
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