The Wimbledon tennis tournament is best known for its strawberries and cream, players dressed in white, and for the English rain, but Evian wants to get the event's genteel crowd up and dancing with its own version of the Harlem Shake: the "Wimbledon Wiggle."
Based on the natural shake of the hips that many players make as they prepare to receive a serve, the Wimbledon Wiggle is demonstrated on Evian's website www.wimbledonwiggle.com. Tennis fans are invited to upload video of themselves performing their own version of the wiggle in a competition to win VIP tickets to the tournament.
The best films will be broadcast on two Evian sponsored giant outdoor screens in London, which will also be showing the tennis live throughout the two weeks of the tournament from 24th June to 7th July. Evian's agency, We Are Social, has teamed up with electro hip hop artist Tigermonkey to compose an original soundtrack to the Wimbledon Wiggle, which it hopes will be a hit along the lines of the Harlem Shake.
Deola Laniyan, account director at We Are Social, said, "Brits can sometimes be a bit reserved when it comes to celebrating. So there was a fantastic opportunity to inject some of Evian's 'Live young' spirit with the Wimbledon Wiggle - a dance move that everyone can get involved in socially."
Evian is one of the main sponsors of Wimbledon - officially known as the All England Lawn Tennis Championships - and has created a tennis themed above the line campaign featuring Russian tennis star Maria Sharapova. Ms Sharapova recently attended a Rihanna concert in London, from which she tweeted, "Is #London ready to wiggle with Rihanna? I'm excited!"
The television work will be more in line with Evian's long running "Babies" take on the "Live Young" campaign theme, with Ms Sharapova featuring alongside a baby version of herself.
There will also be "Wimbledon whites" themed packaging on Evian bottles, in-store activations, sampling around the ground, Evian flags and an Evian cafe inside the tournament itself.
Sophie Brooks, Evian brand manager, said in a statement, "Wimbledon is one of our favorite times of the year and we love finding new ways to give the tournament a bit of a 'Live young' twist."