Evian Delivers Cold Water into New Yorkers’ Hot Hands
With so many products in the premium bottled water category, evian needed to regain market share and relevance among consumers. It also had a new bottle design to launch. What better month of the year to get satisfying cold water into the hands of consumers than during August, one of the hottest in the U.S.?
Knowing its millennial target doesn’t respond to overt marketing ploys, evian decided to put a cheeky twist on “premium” bottled water. Over two days, the brand hit New York City’s Madison Square Park, Union Square, Washington Square Park and Bryant Park. Consumers within the areas were encouraged via evian’s social media channels to tweet to @evianwater using #evianBottleService to request a delivery.
Once a tweet was received, the community management team responded to arrange a delivery. Within minutes, brand ambassadors were dispatched on custom evian-branded bicycles to that person’s location. One brand ambassador presented the bottle of evian on a silver tray while a second ambassador opened an umbrella, offering the individual a few moments of shade from the summer sun.
To help drive buzz, evian partnered with Maria Sharapova, the brand’s global ambassador, to help kick off the campaign by delivering bottle service to one lucky consumer. As a result of the integrated effort, evian experienced a 5.2 percent increase in New York sales year over year, making it the No. 1 water brand at all Duane Reades in they city. So refreshing.