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While having lunch at Casa Danone (<– see earlier post) we noticed these designer-branded bottled water by Evian.  Since they were placed behind us on display, we took them down and photographed them against the white seatings.  Evian is one of the brands of water owned by Danone, their other well known brand being Volvic.  The co-branding exercise with Evian is interesting because Evian is already a well-known brand. To distinguish itself even more (?), it is associating itself with fashion designers, in opposed to sports superstar.  I imagine the concept here is Drink it for Beauty and not Drink it for Performance.

Paul Smith has a website to promote the above bottle – http://www.paulsmithforevian.evian.com/index_en.php.

Jean Paul Gaultier did it in 2009.

The designer’s input is obviously limited to the bottle, and only limited to the graphic design.  The shape of the bottle has not changed. I wondered who initiated the co-branding idea:  Evian or the designers, I say likely Evian or more accurately Danone.

Beside the Brumisateur shown below, Issey Miyake also has designed a graphic for the bottle but I did not see it in Casa Danone.  Apparently, if a customer spends more than 100,000 yen in a Issey Miyake store in Japan, the customer receives a free bottle.  Issey has a site devoted for their 2011 launch – http://www.isseymiyake.evian.com/.


I can’t wait for the next marketing gimmick.  Perhaps, the year of the bottling can be used in marketing.  They are using one designer a year now.

Incidentally, Evian-les-Bains, the city where the spring which producers the mineral water is located only 25 minutes by boat from where we live (Lausanne). We should visit and drink their tap water for free.

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