Complimenting the video is an interactive website with interviews, music, wallpapers, and links to Facebook profiles created for a few of the babies. Although Evian is bound to make a splash with this cute and amusing video, the rest of the campaign may fall a little flat. What would better help Evian's effort is if they provided additional tips on how to "live young" on the website. Consumers may be initially drawn in based on the premise of the video, but interacting with babies is not going to forge a strong association of Evian with living young in consumers' minds. Evian should consider partnering with a healthy living organization to provide tips on other ways to keep your body healthy and feeling younger. This will help position Evian as a lifestyle brand, more than just the bottled water brand that has minerals.
And they should also consider expanding their social media strategy. Being friends with a cute baby isn't going to convert consumers to loyal advocates. What would be better is to create a fan page for the campaign that incorporates more information on ways to live young and encourages interaction and user engagement. Letting consumers share ways that they live young will keep the campaign around for a longer period of time.
So what do you think? Will you buy Evian now with your anti-aging creams? Or is this just another cute dancing baby video?
--Stacy Cohen
