Danone Waters has revealed marketing plans for Evian in its first year as official Wimbledon sponsor.
It is investing £3m in the drive as it takes over from Nestlé's Buxton brand. The activity will include outdoor, print, digital, cab ads, in-store activity and London Underground posters.
The sponsorship deal, which has been sealed for a five-year period, means tennis ace Andy Murray, who is sponsored by Danone rival Highland Spring, will only be allowed to drink Evian when playing in the tournament.
Wimbledon-themed packaging is being introduced on all formats, with the backdrop to the Evian mountains being replaced by a pink tennis ball.
The sponsorship will deliver a significant uplift in sales over the summer, said marketing director Patrick Kalotis.
Evian's sales began to catch up with sister brand Volvic last year, increasing in value by 3.3% to £102.4m last year, while the latter's fell 9.5% to £133.1m [Nielsen, 6 October 2007].