Evian is ending its iconic babies campaign, at least in the U.S., where the animated infants have been roller-skating, dancing and surfing in ads since 2009. The effort, which in its early years broke a world record for online ad views, will continue running globally. But the premium water brand says the babies are no longer the best representation of the youthful attitude it wants to portray in the states.
The babies, in addition to being visually entertaining, connected drinking water to living young. But for Americans, youthfulness has evolved to be more about "a mindset and an attitude," says Olivia Sanchez, VP of marketing for Evian in North America. "We embrace life at any age and we don't need to be told to go back to youth."
Evian will continue its "Live Young" creative platform in the U.S., but the brand is adding a new tagline, "I "Wanna," meant to appeal to "multidimensional people who live a life of their own design," according to a campaign description. In new outdoor and digital ads the babies are replaced by three human endorsers: Tennis stars Maria Sharapova and Madison Keys, along with Luka Sabbat, a model, designer and self-described "creative entrepreneur" who has 1.2 million Instagram followers.
AKQA, Evian's digital agency, is behind the new ads. BETC, which first created the babies for the French market in 1998, remains the brand's global agency of record. As for the babies future globally, Sanchez says "that decision hasn't been fully made for 2019."