Evian's rollerskating babies – the centrepiece of a global campaign designed to halt a fall in sales at the French mineral water giant – have become the most widely seen advertisement on the internet.
Danone, the French food group that owns Evian, said the spot had been viewed on the web 45,166,109 times since its launch last summer, earning a place in the Guinness Book of Records.
Developed by French agency BETC Euro RSCG, the campaign shows the babies performing stunts to the sound of Rapper's Delight, a song by the Sugarhill Gang that became the first international hip hop hit in 1979. It was remixed for Evian by Dan the Automator, a hip hop producer.
The roller babies follow Evian's water ballet babies advertisement in 1998.
Rémi Babinet, the founder of BETC Euro RSCG, said: "In a climate of crisis and general gloom, this advert shows that it can play the role of a positive spur in a depressed market."
Evian – the world's biggest mineral water producer – claims the campaign has helped to slow a decline in sales. After a drop of 7% last year, they're down by 2% this year according to Michael Aidan, director of the Evian brand. Analysts say price cuts in France and elsewhere have also helped to brake the move towards tap water and cheaper mineral water brands.
Danone recorded a 4.1% increase in overall sales in the third quarter to €3.8bn after slashing the price of its brands by up to 10%.
Source: Times Online
- Beverage newcomers need to prioritise package design, says new study
- Jamaica Beverages launches Raptor Sparkling Energy Drink
- Coffee shops go from strength to strength in the UK