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Danone Waters has announced a comprehensive 2008 marketing activity planned to support the start of its five year tenure as Official Bottled Water of The Championships, Wimbledon. Danone Waters will be spending a massive £3 million (€3.7 million) employing a range of marketing tactics to ensure Evian is synonymous with Wimbledon and Tennis this summer.
Danone Waters will be supporting its partnership though outdoor, print, digital and cab advertising, on the London Underground, as well as activation activity with retailers. This will consist of Evian representatives supporting national and local Wimbledon retailers in terms of merchandising and point of sale.
To drive consumer awareness at point of purchase, highly impactful Evian Wimbledon packaging will be introduced in store across all Evian pack formats and cases from mid May. Both branding and iconic Evian mountains will be temporarily placed on a vibrant pink tennis ball, maximising the use of the Evian pink as a category beacon for Plain Still water.
In store, Point of Sale kits, dump bins and posters will be made available to retailers to drive purchase. To raise awareness across the distribution channels, pallet wraps, pallet shrouds and price list and order form inserts will be in place from June.
At the Championships themselves, Evian will be present at all matches and throughout all hospitality. The 50cl bottle will be the hero pack and will be sold in all retail outlets at the All England Club throughout The Championships. The 75cl Sportscap will be in the glass fronted fridges on every court and will be consumed by the players. The premium glass bottles and the limited edition Christian LaCroix bottles are for hospitality and press conferences. A limited edition Wimbledon Evian Brumisateur will be on sale for a more glamorous way of cooling down, ideal for use on hot days.
Danone Waters Marketing Director Patrick Kalotis commented: “Our massive marketing campaign will drive home to consumers the brand partnership with The Championships at the All England Club. Coupled with the massive presence in and around the event, we are expecting a significant uplift in summer sales as a result of this activity. We strongly recommend that retailers stock up with Wimbledon branded Evian during June and July to maximise summer sales around the event.”