Evian has unveiled a new global brand platform around the tagline "Drink True" after appointing Wieden + Kennedy Amsterdam to handle its global advertising account.
The campaign debuts with a spot starring pop star Dua Lipa, who was named Evian brand ambassador in 2020; it depicts her rehearsing on stage in relaxed, informal style and singing her hit "Levitating" a capella as she takes swigs from a bottle of Evian.
A second spot features a lively teenage outdoors enthusiast who is pictured hiking in the mountains and swimming in an icy lake as she explains the glacial origins of Evian in the French Alps, where she was born. The Dua Lipa spot was directed by Vincent Haycock and the "Drink Water" spot by Alex Hulsey, both of Somesuch.
The work will run in the U.S., U.K., Canada, Switzerland and China, accompanied by digital, social, out-of-home and point of sale elements. Shweta Harit, Evian's global vice president of marketing, said in a statement that the campaign signified a "new era" for Evian as it focuses on sustainability messaging as well as championing youth culture and voices. By 2025 it aims to make all of its plastic bottles from 100% recycled plastic. "We owe everything to nature, so it's important to be honest and transparent about how we continue to deliver our natural mineral water in a more sustainable way, and Drink True illustrates this perfectly."
Harit also confirmed W+K Amsterdam's appointment as global agency to Ad Age, saying that the agency "is known for producing outstanding international work" and describing the new partnership as "a great cultural fit."
Previously, global Evian work was handled by French agency BETC Paris, which created its long-running series of ads featuring the "Evian babies" and the tagline "Live Young." BETC will continue to create work for the French market.
"BETC will prioritize our cultural alignment with French consumers, specifically focusing on our purity messaging for families and babies," added Harit.