I know many of you have smiled at their antics. Whether they are roller skating or mimicking their older selves, those cute babies are a viral hit. Apparently, however, their appeal has not managed to boost Evian’s fortunes in the USA. AdAge reports that Evian is now the number three premium water brand behind FIJI and Glacéau smartwater.
Eric O’Toole, president-GM at Danone Waters North America, which imports and markets Evian, identifies Evian’s failure as follows:
The brand allowed other brands like FIJI and smartwater to define the game and keep the pressure on. They innovated on bottle shape and the use of influencers in the space. While they gained steam, Evian was quietish.
The example of Evian is a salutary reminder that it takes more than great creativity to keep a brand strong and successful. You have to continue to innovate around the brand, not necessarily in terms of the product itself, but how it is packaged and all its various touch points. Even a great creative campaign needs to be rooted in what the brand stands for in a way that is readily appreciated by its audience. Evian’s lackluster performance is also a reminder that success is dependent not just on what you do, but what the competition does too.
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