WHITE PLAINS, N.Y.--(BUSINESS WIRE)--In line with its “Live young” brand promise, evian® highlights its new “Oversize” marketing campaign in the US during its US Open sponsorship through digital activations and a gala event. The unique initiative immerses consumers into an oversized world to reconnect them with their inner baby.
evian’s ‘Live young’ brand promise has come to life year after year through its iconic baby campaigns. In the brand’s latest chapter, called evian Oversize, the creative execution will surprise and delight consumers across touchpoints in social platforms and out-of-home.
Created by BETC Paris, the campaign showcases evian’s global tennis ambassadors transforming into baby versions of themselves after drinking evian natural spring water. The global evian Live young Team composed of Maria Sharapova, Madison Keys, Stan Wawrinka, and Lucas Pouille, are featured in the campaign. Symbolizing the importance of hydration and sport in a healthy, balanced lifestyle, the digital clips will appear on Instagram as well as on out of home digital screens across Manhattan, using geo and time-targeting technology to serve different content at specific moments.
“In the US, how better to connect the ‘Live young’ platform than with the US Open, a partnership that is 32 years young. Featuring our four top tennis ambassadors in their on-court attire, seeing them transform into babies right before your eyes is a fun way to connect this global campaign locally. The US Open is such a beloved event; it’s a great opportunity to add a fun twist to it,” said Olivia Sanchez, Vice President of Marketing for evian in the US & Canada.
The evian campaign will be the highlight at a gala cocktail party to kick-off the brand’s US Open activation, hosted by Spring Studios in Manhattan on August 24th. “Richard Yaffa, Chief Executive Officer for Spring, and his team have taken inspiration from a Paris event we held in May at Galeries LaFayette. The Spring team are transforming their rooftop into an Oversize evening,” shared Sanchez. “The décor and on-site games for guests will give a wink to the Oversize campaign. Maria Sharapova, Madison Keys, and Lucas Pouille will be there to play along with our guests, a mix of influencers, customers, and press.”
Vanity Fair will serve as a media partner for the event, which will include content amplification across its Instagram and Facebook channels.
evian will give fans a chance to participate in the Oversize fun at Flushing Meadows too, with a larger-than-life tennis themed photo booth. Fans can create personalized GIFs, sent straight to their smartphones, which they can upload directly to Facebook, Instagram or Twitter to enter a daily sweepstakes for the chance to win autographed tennis attire from the ambassadors. Complementing the on-site activation will be daily content on evian social media feeds to bring to life all the iconic moments and atmosphere of this amazing Grand Slam with a Live young twist.
Since June 10th, evian has collaborated with Snapchat, the image messaging application, by printing Snapcodes on millions of evian bottles which unlock an exclusive “Oversize” lens. To date, the lens has been used by 27.3 million people in the US, 45% of total US Snapchat users.
Additionally, evian has collaborated with the renowned urban streetwear brand RAD.co to create an exclusive evian® x Rad oversize clothing line that has been worn by brand ambassadors and consumers at every single event evian has activated during the summer, starting with MADE LA in Los Angeles and PinkNic, the largest picnic in New York City.
evian® natural spring water comes from the heart of the French Alps, a unique geological site in the world. For more than 15 years, it travels through the rocks, where it is enriched with essential minerals. evian® has been working for over 20 years to protect natural surroundings of the source, in an effort to preserve evian® natural spring water’s exceptional quality. Naturally pure and uniquely balanced, evian® natural mineral water is a healthy choice throughout the day.