With the creation of an advertising showing babies on rollers in 2009, the French brand of mineral water, Evian, became famous for its communication strategy. Indeed, the "Babies rollers" ad became the most-viewed ad ever - with 150 million of views - according to the Guinness World Records book.
For its new advertisement, Evian has kept the same successful ingredients: cute babies and funny tone of voice. In "Baby & Me", we can see people who check themselves out in a mirror and see their image as a baby instead of seeing their grown-up self. This is the illustration of Evian's famous slogan "Live Young". This new ad can be seen on French television since the 21th of April but also in Belgium, Switzerland, Germany, United Kingdom, United States, Canada, Russia, Ukraine, China, Japan, Dubaï, Singapour, and Taiwan.
Ten days after its first launching, this ad had already be seen more than 40 million times. Nobody can resist to the sight of some dancing babies.
However, this success story has to face some critics. Indeed, it seems that Evian has found some inspiration into a Tunisian ad for water from the brand Safia. The similarities are quite disturbing when you watch both videos.
In addition to the video, some printed advertisements can be found and, from the 15th of May, these prints will invade the Parisian subway.
Evian has kept this concept of using babies as main characters of its advertisements since 1998 and its creations have always lead to a huge buzz for now. Let's hope that the customers will not start to be bored by these dancing babies!
Léa Vinel
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