Evian’s classic ‘Live young’ slogan has adopted a new outlook with ‘I Wanna #Liveyoung’, a US campaign which encompasses a ‘diverse and multi-dimensional’ mindset.
The famous roller baby campaign has reached its ninth year, which generated millions of online views and became the most viral advertising campaign of all time. To refresh this, the US component of the brand has updated the slogan to evolve with the growth of the brand. Images of its brand ambassadors – Madison Keys, Maria Sharapova and Luka Sabbat – are accompanied with lines such as ‘I wanna be what I wanna’, and ‘I wanna be fearless’, further exploring what it means to ‘Live young’.
Olivia Sanchez, vice-president for Evian US marketing, said: “We challenged ourselves in search of a new, breakthrough creative – the kind of buzzworthy, culturally meaningful creative Evian has always been famous for.
“We drew inspiration from our consumers themselves – we saw them embracing this inspirational outlook on life – they have many facets and dimensions, and are paving their own way in life. As we explored this idea, we quickly realized our brand ambassadors, Maria Sharapova and Madison Keys, are the perfect example of this: they aren’t just successful tennis athletes, but are passionate about other things outside of what they are most famous for.”
Sharapova expressed her connection to the new campaign and said: “The concept of doing ‘what I wanna’ connected with me immediately.
“While I’ve worked with Evian for a long time because I love the brand and it’s become so interconnected with the culture of tennis, this new creative gets me talking about the many aspects of my life that I love and made me recognise how much I have in common with today’s generation that looks to live a dynamic life, filled with meaningful experiences.”
The new campaign will begin on 16 July, with outdoor billboards across Los Angeles and New York to display the new ‘I Wanna’ slogans.
© FoodBev Media Ltd 2019