Now Evian tries to put its ‘baby inside’ TV campaign on teenagers’ T-shirts

How far can you stretch an idea?

Quite a long way according to Evian which is trying to make its Euro RSCG ‘Baby Inside’ campaign that racked up 40m hits on YouTube into a fashion item with this ‘Let’s baby dance’ film also on the ubiquitous YouTube.

Apparently some of the T-shirts were sold in high end French retailer Colette last year.

Well I’m not wholly convinced (but then I’m hardly in the target market, alas).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.