Reinventing natural mineral water
Evian, France’s no. 1 mineral water brand (in value), goes on the offensive by launching a new bottle, La Goutte d’Evian, innovative in three ways as it combines mobility, consumption behavior and, more importantly, a new distribution channel with “Direct to Consumer” sales in carefully selected locations.
“We want to develop consumption opportunities which do not currently exist,
go to places where there is no offer”
Véronique Penchienati, managing director of Danone Eaux France.
Our objectives? Boost Evian’s image, attack the selective distribution market, generate direct sales and change the habits of the sector.
A dedicated POS line, featuring the famous mountain, which took nearly one year of development to find the right balance between design and technology, to achieve Perfect Serve and handling for optimized logistics. Installed in the most strategic locations of Paris and Marseille via partnerships with municipalities and newsstands, the Evian pop-up stores help sell directly to
consumers, with a cash collection system adapted to this new format. This is also a digital experience, with a specifically developed application and a Twitter campaign called #evianjaisoif to locate the nearest sales points.
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