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Monday, 29 April 2013

Evian's "Water babies" - or are they?

It can't be easy trying to sell something that, when all's said and done, most of us (at least here in France) can all get from a tap.

But French mineral water companies seem to have a knack for being inventive.

Remember a couple of years ago the Contrex (all right, so the company is now a branch of the Swiss group Nestlé, but the product remains French) campaign featuring a pink neon stripper?

Contrex commercial (screenshot from YouTube clip)

It was a great way to make you sit up and take notice every time it appeared on the box.

Contrex has recently followed that up with a similarly amusing exercise-themed approach - this time featuring scantily clad "real firemen".


Contrex commercial (screenshot from YouTube clip)

And then of course there are the 2009 "Evian babies" - something of a phenomenon in the advertising world apparently, notching up  over 67 million views on YouTube (again you can see it here if you wish) and holding true to the company's premise that, "This baby is a symbol of you and how you feel when you experience Evian, and a symbol of the purity of our water."

No comment on the marketing speak!

At least the ad' was original and entertaining, and that's probably why the company has decided to stick with what works in terms of getting its product noticed with its new Baby&Me commercial.

In short, it features a number of adults catching reflections of baby-like versions of themselves in a shop window and breaking into a moment of delirious dance.

Evian "Baby&Me" (screenshot from YouTube clip)

With 40 million views in just over a week, it has already gone viral and there's no doubting that it's a clever ad'...and original too, don't you think?



Except, hang about.

In terms of concept, if not execution, doesn't Evian's new commercial look just a little similar to one that was released in 2012 by the Tunisian mineral water company Safia?

Take a look at both of them and see what you think.

Maybe not so "creative" and "original" after all.

Shame.



As an extra for those of you who follow and "enjoy" French politics, here's a parody version produced by Canal + "La Nouvelle Edition" and featuring François Hollande, Ségolène Royal, Jean-Luc Mélenchon, Jean-Louis Borloo, Nadine Morano and Christine Boutin.

Enjoy!

Veuillez installer Flash Player pour lire la vidéo

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