Evian is splashing out on a major ad campaign to help push sales during the crucial summer months. Breaking nationwide on May 15 and running in bursts throughout the summer, the campaign is part of the £7m marketing support behind the brand this year. Evian will use posters for the first time in four years, appearing on billboards and London Underground sites, running in conjunction with a press campaign in lifestyle consumer magazines including Marie Claire and FHM. Darren Thomas, senior brand manager for Evian, added that six sheet ads will be strategically placed near CTNs "in a calculated attempt to increase impulse purchase and build the category during the warm summer months". The ads have a health conscious theme: they show models making abstract fashion statements and carry the strapline: It's not what you put on. It's what you put in', ending with Ultimate Purity'. {{P&P }}