Gen-Z Opps: Evian launches first campaign from new global creative AOR (Score 51)

French water bottle brand Evian has already debuted a global campaign made by W+K Amsterdam, its newly appointed global creative AOR. Though the agency is based in Amsterdam, its global responsibilities will affect Evian's US strategy. The campaign, "Drink True," consists of two spots. The first features star Dua Lipa, and the second features a local teenager, Manon Loschi. This creative will continue playing out throughout the rest of 2021 across TV, digital, social, OOH and point of sale in markets including the US (Editor's Note: Dua Lipa's most recent album, Future Nostalgia, is amazing & I suggest you all listen as soon as possible).

As I briefly mentioned, Evian also recently selected W+K Amsterdam as its new global creative AOR, replacing incumbent BETC.

The agency will also spread the message of Evian's dedication to making all of its bottles from recycled plastic by 2025.

So far this year, Pathmatics reports Evian has allocated roughly $400 toward digital ads, around a fifth of the roughly $2.3k it allocated within the same 2020 timeframe. The brand's estimated full-year 2020 spend of $60.2k dropped significantly from that of $1.3m in 2019. Evian has earned around 58k digital impressions YTD, 100% via Instagram ads.

I expect this drop in spend to reverse now that the brand has appointed a new creative AOR and has already debuted a campaign from that agency. Its reliance on Instagram ads and partnership with Dua Lipa signal a target demographic skewing toward Gen-Z. To reach this audience, this new campaign may end up marking forays into additional channels such as OTT and/or podcast for Evian. The brand holds planning conversations in Q4 and buying conversations in Q3.

Agency & martech readers - As you know, reviews often follow one another; reach out soon for potential media, PR, digital analytics and/or social media management work. For the US market, Evian works with Wavemaker NY (media buying and planning AOR), AKQA CA (digital assistance), TPN IL (experiential assistance) and Revolution Digital (PR and social assistance).