Evian replaced its “Babies” campaign in the US last year with a more millennial-friendly approach, where “Live Young” became “I Wanna #LiveYoung.” The ads talked about electrolites and starred Gen Z celebs, but they just weren’t as cute as the babies who broke the internet.
Happily, Europe still gets the dancing babies, and this time they are strutting their stuff to a hip hop version of “Bare Necessities” from “The Jungle Book.”
Bottled water has moved on since the Evian Babies first came on the scene – plastic bottles are now an environmental crime, and refillable water bottles are a fashion statement. There’s a nod to this in BETC’s new ad, where one baby is seen recycling a bottle. Evian has committed to becoming a “circular brand” by 2025.
Patricia Oliva, Evian’s global brand vice-president, said: “We wanted to give the babies a voice. Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”
MAA creative scale: 7. Baloo has to be a good role model at any age.
Although nothing beats the original.