Evian is kicking off the New Year with a selection of bespoke music videos and pop up concerts across LA and Miami as part of its ongoing ‘Live Young’ marketing efforts.
After the run away success of its Live Young ad campaign - which has racked up global YouTube views in excess of 32M for its roller skating babies commercial – the Danone owned water brand is now embarking on a more direct consumer approach in 2011, focused on helping to inspire people to achieve their goals.
"Through cutting edge content and musical motivation, evian is on a mission to help [consumers] make the most of every moment in 2011," said Jerome Goure, VP of Marketing for Danone Waters of America, Inc.
As part of the overall promotion, the brand is partnering up with multimedia musical group Eclectic Method in order to develop a series of music videos featuring the collected audio and video footage of the sights, sounds and culture of the two iconic cities. The videos will debut on the brand’s Facebook page, inviting viewers to decide which city has the best Live Young spirit.
“Partnering with evian was a no brainer. I live young every day, I just didn't know it until now," said Eclectic Method's Jonny Wilson. "Doing what we love – remixing everything - with the goal to make 2011 the best year yet? Awesome."
In addition the brand will also harness the talents of a number of local LA and Miami-based musicians during a series of surprise pop up events throughout the first two months of 2011.
The first Miami events kick off on the Lincoln Road with local musicians on the 26th and at the ‘Art of Rock’ event at the Soho Studios on the 27th January. You can also catch a pop up event on the Santa Monica pier in LA on the 29th.