New product launch

evian Fruits & Plants

LONDON, ENGLAND - MARCH 15: Atmosphere at the launch of evian's new Fruits & Plants flavour range at iconic London store LIBERTY on March 15, 2016 in London, England. (Photo By David M. Benett)

For the first time, evian has combined its natural mineral water from the Alps with a delicate pairing of fruit and botanicals. The brief from evian was to launch this new flavour range, evian Fruits & Plants, into the UK.

Targeting an urban, professional and predominantly female audience, with a luxury, lifestyle positioning, we partnered with Liberty London as exclusive retail partner for first month of sale.

For our launch moment in store, the creative idea was to bring the concept of Floriography to life to deliver an exploration and demonstration of the symbolic nature of fruits and plants. We partnered with renowned florist Nikki Tibbles of Wild At Heart to guide guests through an immersive floral experience, using the product ingredients as inspiration to educate the audience on the symbolic nature of fruits and plants.

Using selected seasonal flowers and plants as reflected in the product, Nikki and her expert team conducted a bouquet master class enabling each guest to take home a personalised bouquet inspired by the evian Fruits & Plants product.

Guests on the night included a lively mix of influential Londoners, from Henry Holland and Daisy Lowe to Vogue Williams and Amber Le Bon, to Sophie Ellis Bextor and Trevor Eve.

With 80 guests attending on the night, we secured over 50 pieces of media and social media coverage, reaching tens of millions of people in the process.

We maintained momentum post-launch with a highly targeted sampling programme, placing evian Fruits & Plants at the heart of key media, celebrity, influencer and industry events throughout London.