Evian faced lackluster performance in the U.S. after being usurped by other high-end water brands. To reposition Evian, we implemented a new approach via event sponsorship and PR pop-up stores that would encourage engagement with Evian’s target audience and generate buzz.
We generated brand awareness and press by bringing the French Alps to New York City and Los Angeles via luxurious pop-up Evian Spas. The spas, located on 5th Avenue in New York City and the posh Beverly Hills neighborhood in Los Angeles, both drew A-list celebrity clientele. Professional spa staff offered three distinct spa treatments using Evian that provided consumers with unique and engaging Evian-branded experiences. Within a week of opening, the Evian Pop-up Spas were completely booked for the month. In addition to daily spa activities, evening events were held with partners such as Elle magazine and Women’s Day.
Pop-up stores garnered over 2 million PR impressions
Celebrities such as Serena Williams and Jeremy Piven received treatment
All spa appointments booked within 48 hours of opening up for reservations