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New Year Evian Ad Will Advocate Detox
30/08/2007
Evian and Danone Waters will target white-collar workers with an advertising campaign at the beginning of the New Year. The ad will encourage those who consume alcohol at a Christmas party or New Year’s Eve party to drink more water and abstain from drinking beer, wine or liquor.
The underground ad strategy, costing approximately 1.5m GBP, will include posters, and radio ads. The campaign will also include digital escalator panels instead of television commercials. The detox campaign, created by Euro RSCG, will launch January 2nd when workers return from Christmas party and New Year’s Eve festivities. The campaign will also include a Evian detox website, where users can interact and ‘confess’ Christmas party drinking and New Year’s Eve party consumption of alcohol. The aim of the ads is to target affluent London office workers who over-indulge at a Christmas party celebration or New Year’s Eve party. Marketing Director for Danone Waters UK and Ireland, Partrick Kalotis says in the past the marketing has been ‘a bit looser’ and not centered on a certain day when people return to work. In January the company will also spend more than 3m GBP to re-launch its V Energy drink.  Click here for more on London's best events and Christmas parties.
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