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BRAND : EVIAN<br />
CATEGORY : BOTTLED WATER<br />
about well-being and understands the<br />
benefi ts of quality water. And it claims<br />
to have micro globules that can remove<br />
toxins from the body. Explains why the<br />
rich & famous are attracted to Evian<br />
perhaps.<br />
And there’s variety for different needs –<br />
for individuals, those on the go, family<br />
packs and of course, the eagerly awaited<br />
Special Editions.<br />
Introduced early this decade the bottle<br />
had the shape of a large tear-drop;<br />
followed by the shape of the Alps. 2008<br />
was a turning point when the annual<br />
Evian designer bottle tradition began<br />
with a limited edition bottle designed by<br />
Christian Lacroix in 2008, followed by<br />
Jean Paul Gaultier in 2009. The current<br />
design is inspired by UK fashion designer<br />
SPECIAL EDITION<br />
The custodian managing the worldʼs number 1 premium water brand Evian says<br />
that consumers taste the product 15 years after it was formed in the French Alps.<br />
And absolutely no processing as the water moves from nature right into the<br />
consumerʼs mouth.<br />
Evian is atop the ladder in terms<br />
of pricing; many will fl inch after sighting<br />
its price tag! And demand for Evian is<br />
high in market-centres in Malaysia. The<br />
brand leads in the premium segment<br />
within the category.<br />
So who likes Evian? Anyone who wants<br />
to live-it-up, is discernibly concerned<br />
Paul Smith. The bottle, decorated with<br />
vibrant colors exudes a festive theme.<br />
It also supports Evian’s latest youthoriented<br />
ad campaign, ‘Live Young’.<br />
The special edition Evian is available<br />
for two months every year. It appears in<br />
December and January, and after that<br />
or in the interim, every unit may be sold<br />
out. There may be nothing absolutely<br />
special about the contents but word has<br />
it that discerning consumers and their<br />
passionate belief in the brand’s quality<br />
wanted more to go by in France, Evian’s<br />
country of origin.<br />
But the global team behind the brand<br />
knows how to ensure it remains special.<br />
Every country, including Malaysia<br />
receives a maximum of 200 cartons of<br />
24 bottles each. That in part will trigger<br />
anxiety, propel demand and certainly<br />
augment the brand’s aura of mystery.<br />
Makes an ideal personal or corporate<br />
gift! BE<br />
<strong>Brand</strong> <strong>Equity</strong> Volume 1, 2010 3