To begin with, a TV ad: adults singing with children’s voices, in a metaphoric expression of their inner youth. The song: We will rock you. After clearly associating the music to the brand, we remixed the ad soundtrack and launched a CD single, whose cover featured Evian’s key brand codes. Taking the no-logo approach even further, we then produced the music clip starring Waterboy, who lives out the Evian story, integrating all the brand fundamentals, a glass of water, mountains, family, baby without mentioning the brand.

Media ricochet: music: huge radio presence second best rotation in the French top 40 by end of May 2003. Clip: best possible rotation (between five and six per day) on pan-European and pan-Asian channels. Brand image evolution: keeps my body young, +18 pts. Contributes to my health day after day, + 14 pts. Source: Millward Brown. Brand Business: +4% volume growth (France/over the year).