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Thursday, July 9, 2009

Breakdancing Babies [HQ | 720p]

Evian Natural Spring Water is looking to break-dancing babies to energize its brand. The upscale water brand, this week, is launching its new “Live Young” global advertising campaign. The ads, which will appear online in the U.S. and on TV in some overseas markets, look to project its values of health, youth and purity in a more playful way than in the past.

Evian has been struggling amid the recession in the U.S. Its sales volume sank 17 percent in 2008, per Beverage Digest. Evian holds only 0.6 percent of the bottled water market. With its high price, premium brands of bottled water like Evian are showing dwindling returns, said John Sicher, editor of Beverage Digest. “Evian has been flattish to down in recent years mainly because the category has moved more towards mid to low price brands.”

Evian is hoping for a viral hit on the Web to launch the campaign in the U.S. It is posting the ad on YouTube as well as initiating a new Web site dedicated to the campaign. Visitors can view two videos, digital teasers of break-dancing babies and “making-of” clips. “Interviews” with a few of the 96 babies filmed will be available, as well as links to Facebook pages created for the infants.

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