Evian Roller Babies

Evian has brought back the babies from their 1998 “Swimming Babies” commercial and put a new spin on it. This time to get across their "Live Young" marketing message they’ve gone the viral marketing route, with a video depicting Evian-sipping babies, chilling out on roller skates, outdoing each other with their stunts, all to the tune of “Rapper’s Delight”. And at the very least the viral part seems to be working, with more the 6 million views on YouTube in its first week.

But for a viral campaign to be a “true success” it needs to maintain and/or further your brand, not just create lots of views. You want people to get involved and excited about your brand as a result of your campaign. And ultimately don’t you want people to fall in love with your brand so that they associate good thoughts with the brand and eventually will even buy the product/service.

Do you think the video effectively communicates the Evian “Live Young” slogan? Does it alter Evian’s brand character to appeal to a younger, more hip audience?

Share your thoughts in our comments section on this video and viral marketing in general.