In July, Evian officially put its baby-themed “Live Young” campaign to bed after nine years so that the brand can grow up for a new generation without necessarily giving up the tagline. With billboards set up across Los Angeles and New York, including a Bryant Park subway station takeover, the bottled water brand launched its “I Wanna #Liveyoung” campaign, which embraces diverse, multi-dimensional attitudes towards life.
Olivia Sanchez, vice president of marketing for Evian North America, explained to AList that the campaign is “for those who refuse to settle for just one path. It’s for the multifaceted, and we defined it as those people who want to live young, be what they want to, try what they want to and do what they want to.”
The #Liveyoung branding simultaneously embodies multiple themes such as curiosity and progressivism using fun, brightly colored creatives alongside messages that include “I Wanna Be Bold” and “I Wanna Be Fearless.”
Few people represent the slasher (a person with multiple roles) lifestyle better than influencer/model/designer/philanthropist Luka Sabbat, who joins Evian as its newest brand ambassador. He and pro tennis players Maria Sharapova and Madison Keys fully represent the #Liveyoung attitude through their lives, careers and causes.
All three Evian brand ambassadors were involved in developing the campaign, choosing the “I Wanna” expressions that best spoke to them. Sanchez said the involvement of its ambassadors was “crucial to the process.”
Events will also play a key role. Evian has been partners with the US Open for 32 years as its official water, and the two will be hosting Evian Day at the competition on August 30. There, an interactive billboard made to look like the US Open’s signature tennis court will be presented, and attendees will be able to fill in their own “I Wanna” statements for Instagrammable opportunities. Sanchez said that the activation is designed to enhance the fun and lifestyle of tennis with an Evian lens.
The bottled water brand will also have a presence at this year’s New York Fashion Week as the event’s official water. In a to-be-revealed experience, it will showcase more “I Wanna” messaging for attendees to enjoy.
“As a brand, we always try to keep current, and that’s what we wanted to do with this campaign,” said Sanchez, explaining how “I Wanna #Liveyoung” was a new chapter for the brand as it looks to speak to millennials in a new way.
Sanchez said the campaign has been effective so far—there has been a lot of user-generated content online, including people who stopped to take pictures in front of the L.A. billboards, adding that digital assets are also performing well.
