It seems that evian’s focus is to build its brand through partnerships, one way or another. Earlier this year BevWire detailed that evian and Coke were separating, and the premium water company will instead be leveraging the distribution network of The Danone Group and Red Bull (article here). Aside from distribution partnerships, evian has recently collaborated with The Amazing Spiderman movie series to release another installment of its Live Young videos. It’s certainly valuable to leverage on the film’s equity, as long as it’s tied-in with the beverage brand’s objectives. So does this collaborative commercial help evian deliver against those objectives?
AdWeek may not think so. AdWeek’s article appears to be deadpanning the premium water brand’s link with Spiderman. The online publication communicates that there is no explanation of how evian and Spiderman are linked, and the water brand itself is not visible except for the Live Young tagline. The baby Spiderman’s face is also not visible like previous iterations where the baby’s face is shown (article link here).
BevWire sees this commercial differently, and thinks that evian’s key objectives have been achieved. If the goals are identical with evian’s 2011 objectives outlined by Barak Orenstein, evian’s Senior Brand Manager at the time, then this advertisement should be a continued translation on the brand’s success. From the Marketing Magazine, Orenstein describes the 2011 campaign objective’s is “to drive top-of-mind awareness and consumption of Evian” (article link here).
The video is consistent across key evian assets from prior videos, which helps to reinforce the top-of-mind awareness. Throughout the commercial, the evian themes of dancing, music, and mirror reflections of the main characters are apparent. Unlike previous videos where the baby’s face is shown to forge a stronger connection with the real-life character, a baby-faced Spiderman is not necessary given Spiderman’s already high public recognition. The miniature Spiderman suit is already enough to deliver this connection and help with raising the water brand’s profile. Leveraging on the film’s impending release and their other commercials to build the movie’s internet, evian certainly increases its top-of-mind awareness with these coinciding Spiderman Live Young commercials.
While awareness is a key brand-building level, the core objective that any business cares about are sales and consumption. Depending on the partnership structure, evian may be executing consumer promotions to drive their premium water sales within the grocery shopping channels. Beyond the consumption objective, evian may also have an opportunity to increase their total product availability. This commercial will likely play in movie theaters to remind movie goers to purchase evian water at the concession stands. If evian is not readily available within the theater concession stands, this partnership will give them leverage to gain space for at least the movie’s duration on the silver screen.
Certainly a great partnership between a consumer product and an entertainment franchise. Should this collaborative venture prove successful, will evian be partnering with other movie releases?