We created Evian Detox Guides featuring resources, places, and activities essential to a detox lifestyle.

Additionally in a first-ever experience online: we swapped out the chaos of links, navigation bars and banner ads in favor of the pure, clean Evian aesthetic. Bloggers actively made this detoxed experience part of their sites by accessing a simple RSS solution, and brand conversation took flight from there.

The Detox with Evian campaign gained immediate resonance with the intended consumers, and the blogosphere ignited with talk of Evian and the Detox campaign – signaling a return to relevance for the brand. Brand metrics showed that Evian was again seen as trend-setting (+23%) and as “worth paying more for” (+39%).