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Evian has unveiled its latest campaign, the “Baby Bare Necessities”, a joyful anthem that sees the brand’s iconic babies return to outline a new ethos for “living young”.
In an increasingly fast-paced world with ceaseless swiping and constant notifications, the campaign suggests trusting that little voice inside all of us, that inner baby that reminds us that living young is about making conscious living choices, focusing on the things that really matter.
At the heart of the global campaign is a commercial, created by BETC, bringing a metaphor of positive life choices. It features the babies dancing, riding and singing their way through a hip-hop rendition of one of the great odes to a purposeful, natural life: The Bare Necessities from The Jungle Book.
The campaign marks a shift in tone, style and attitude for evian®, as this time, the babies voice a message. “We’ve been using babies for more than a decade as a metaphor of youth and today we wanted to give the babies a voice,” said evian Global Brand VP Patricia Oliva. “Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”
It is the first time evian has tied its “Live young” campaign to its commitment to becoming a circular brand by 2025 making all of its bottles from 100% recycled plastic (rPET).
To highlight the importance of everyone doing their part to keep the planet young, the film depicts a baby recycling a bottle, a nod to the recent “Flip It For Good” global initiative launched by evian to engage all of us around recycling by bringing fun and purpose to this simple yet impactful gesture.
