Brand Case Study: Danone | Evian
Mission
Evian, a Danone brand, is known for its natural mineral water sourced from the French Alps and is committed to sustainability and environmental stewardship (Danone). Their mission, “We owe everything to nature, so we’re going all in on preserving and protecting it,” reflects their focus on limiting packing waste, promoting recycling, and achieving a “circular business model by 2025” (About-drinks.com). Evian’s vision aligns with Danone’s “One Plant, One Health” mission, highlighting the interconnectedness of human health and the planet’s health. Over the past twenty-five years, Evian has protected its natural surroundings while guiding principles influence marketing and brand partnerships, particularly collaborations within the music space, where targeting young consumers with innovation and impactful campaigns.
Positioning within the Music Space
The recent “Drink True” campaign, featuring Dua Lipa’s pure and stripped-back cappella performance of her hit single “Levitating,” promotes the purity of Evian’s mineral water. Before the ‘Drink True’ campaign, “Dua Lipa was announced as the new global ambassador in July 2020, when she became the first female music artist to join the Evian team,” states About Drinks. Evian’s positioning in the music industry focuses on aligning its brand with the values of “authenticity, transparency, and honesty” (About-drinks.com). The commercial, directed by Vincent Haycock, captures an authentic moment as Dua Lipa prepares for her performance (About-drinks.com). What is portrayed is the simplicity and authenticity that mirrors Evian’s own message of delivering natural mineral water in its most unaltered form.
Main Competitors and Differentiation
Evian’s main competitors in the bottled water market are Perrier, San Pellegrino, and Fiji Water. While Perrier and San Pellegrino focus on sparkling water and emphasize a refined lifestyle, Fiji Water markets itself on its artesian and tropical origin (BevNet). Evian’s differentiation within the competitive landscape is in its deep focus on sustainability and its efforts to achieve a circular economy by 2025. Evian’s campaigns stand out in music by aligning firmly with a greater consciousness messaging. By partnering with Dua Lipa, who has a significant global following, and partnerships with arenas such as Climate Pledge in Seattle, Washington, which resonates with themes of authenticity and empowerment, Evian sets itself apart from competitors (Climate Pledge Arena). While other water brands may sponsor music events or artists like, Perrier sponsoring Bestival in Ontario, Canada while introducing a new Slim Can in a greenhouse (Accordex), Evian’s emphasis on the greater consciousness of shared values and sustainability with artists directly helps solidify its unique position.
Music is the Correct Playground for Evian
Music is an ideal platform for Evian, as it allows the brand to create emotional connections with its audience. The ‘Drink True’ campaign’s integration with music enables Evian to reinforce its mission of promoting purity and authenticity. Music has the power to evoke emotions and create memorable experiences, making it a powerful tool for establishing brand identity. Partnering with the right type of artist is essential to Evian’s strategy. As a brand associated with luxury and wellness, Evian’s choice of pop artists like Dua Lipa is deliberate. The pop genre, known for its broad appeal and ability to cross cultural boundaries, helps Evian communicate its message to a global audience. Additionally, Dua Lipa’s personal advocacy for authenticity and empowerment compliments Evian’s “One Plant. One Health” mission, reinforcing their shared commitment to bettering people and the planet.
Conclusion
Evian’s focus on tapping into the 18- to 34-year-old target market is evident through its strategic use of music. This age group, often referred to as Millennials and Gen Z, is the most active consumer of music streaming and values sustainability and transparency. In fact, 88% of consumers align their purchasing decisions with brands that champion such causes. Therefore, the partnership with Dua Lipa is a fitting choice as it bridges Evian’s environmental commitment with the music preferences of its target audience.
References
About-drinks.com. (2021, April 15). Evian launches “Drink True” campaign starring Dua Lipa. Retrieved from [https://www.about-drinks.com/en/evian-launches-drink-true-campaign-starring-dua-lipa/].
Accordex. (n.d.). Perrier. Retrieved from [https://www.accordex.com/portfolio/perrier].
BevNet. (2015, December 15). Evian, Fiji, Perrier, and the battle for relevance. Retrieved from [https://www.bevnet.com/magazine/issue/2015/evian-fiji-perrier-and-the-battle-for-relevance].
Climate Pledge Arena. (2021, September 13). Dua Lipa announces her highly anticipated Future Nostalgia tour 2022. Retrieved from [https://www.climatepledgearena.com/dua-lipa-announces-her-highly-anticipated-future-nostalgia-tour-2022/].
Danone. (n.d.). World food company. Retrieved from [https://www.danone.com/].
Evian. (n.d.). Sustainable bottled water. Retrieved from [https://www.evian.com/en_us/sustainable-bottled-water/].
Figure 2: Global Strategy Group. (2016). The sustainability imperative infographic [Infographic]. Nielson.