Evian
Surfing Into North America
How we helped Evian ride the cultural wave in three key North American cities.
The Challenge
Evian was introducing its new campaign in North America and enlisted Marriner as the primary activation agency for U.S. and Canada. The goal was to promote Evian’s Baby & Me campaign, focusing on culturally diverse markets with nuanced adjustments in creative approaches for each region.
The Clarity
New York, Toronto and LA think—and drink—differently.
The Transformation
We took the lead as an inter-agency strategic and creative partner, guiding the North American activation for Evian. Our approach involved adapting the campaign to each market’s distinct characteristics, incorporating traditional media, retail integration, product trials, and leveraging celebrity influencers to amplify the message.
Recognizing the cultural diversity in New York, Toronto, and LA, we tailored creative elements of the Evian surf baby campaign to align with the unique summertime activities and perspectives of each market.
Strategic media placements and activations including bus shelters, Jitney wraps, newsstands and in-store elements throughout New York City were used to promote the campaign.
The Los Angeles activation required a different approach, leveraging buses, brand ambassadors, product sampling and in-store activations.
In Toronto, influencer parties and interactive bus shelters brought the campaign to life.
Results and Impact
The program generated over 440 million impressions and distributed 300k product giveaways, surpassing initial campaign KPIs.
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