Evian aims to stem declining sales with a new-look new year campaign costing £3m a record for the brand and a stronger emphasis on multibuys.
The Danone Waters UK brand has used detox as its new year theme for the past nine years but is ditching it in favour of a campaign called Renew 360, which features the strap 'Renew yourself naturally'.
The £3m initiative will run from late December until the end of January and include Evian's first TV ad for two years, starring the rollerskating babies from the brand's Youtube hit viral this summer. The campaign will also include escalator ads, PoS and limited-edition pack designs featuring a baby from the ad.
'Detox' had become an "over-used, devalued term" and Renew would have more emotional appeal, said Adrien Varrod, brand manager. "Detox sounds like a short-term fix and we wanted something with longer-term credentials."
Although sales have fallen 7.4% to £91.6m over the past year [MAT 3 October 2009], Varrod hoped a re-engineered promotional strategy and heightened consumer confidence would stem the decline over 2010.
Two phases of sales promotions starting on 1 January will coincide with the TV ads. The first phase will consist of price-off or multibuys on 1.5-litre and 2-litre while 50cl and 75cl will be on bogof. The second phase from late January is intended to drive repeat purchase with multibuys on 2-litre and 6x50cl. "We've been inspired by Danone's Actimel and Activia, which have been on shallow promotion all year and driving volumes," added Varrod.
The Danone Waters UK brand has used detox as its new year theme for the past nine years but is ditching it in favour of a campaign called Renew 360, which features the strap 'Renew yourself naturally'.
The £3m initiative will run from late December until the end of January and include Evian's first TV ad for two years, starring the rollerskating babies from the brand's Youtube hit viral this summer. The campaign will also include escalator ads, PoS and limited-edition pack designs featuring a baby from the ad.
'Detox' had become an "over-used, devalued term" and Renew would have more emotional appeal, said Adrien Varrod, brand manager. "Detox sounds like a short-term fix and we wanted something with longer-term credentials."
Although sales have fallen 7.4% to £91.6m over the past year [MAT 3 October 2009], Varrod hoped a re-engineered promotional strategy and heightened consumer confidence would stem the decline over 2010.
Two phases of sales promotions starting on 1 January will coincide with the TV ads. The first phase will consist of price-off or multibuys on 1.5-litre and 2-litre while 50cl and 75cl will be on bogof. The second phase from late January is intended to drive repeat purchase with multibuys on 2-litre and 6x50cl. "We've been inspired by Danone's Actimel and Activia, which have been on shallow promotion all year and driving volumes," added Varrod.
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