Industry News | October 2, 2007

Evian Moves to 'Second Life'

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Evian Natural Spring Water announced today that it will become a new component of the popular Internet-based world, “Second Life.” A 3-D virtual world entirely built and owned by its residents, Second Life is inhabited today by almost 8 million people from around the globe that will now delight in the virtual health and beauty benefits of the world’s leading brand of bottled water.

Within Second Life, residents will find true-to-life Evian Natural Spring Water vending machines. As the person approaches, a pop-up message will appear offering the opportunity to give one’s skin a “second life” thanks to Evian. If the resident accepts the proposal, he or she will be offered a bottle of Evian Natural Spring Water and a variety of natural skins to choose from. Once the skin is selected, a physical transformation occurs for the resident. This virtual transformation, while not possible in real life, provides more than just simply a cosmetic change, but indicates skin renewal; the bodily presentation of the character then becomes more defined, having a better texture and is lit in a more flattering manner. “Evian has always had its hand on the pulse of what’s hot. With build-it-yourself virtual worlds, fantasy lands and video games increasing in popularity, we felt that Second Life was a fitting platform for Evian to make its virtual debut,” said Jeff Caswell, Vice President of Marketing for Evian North America. “Everyone should be able to experience the many benefits that Evian has to offer—whether they’re in the real world or the virtual world.” Promoting wellness and a healthy lifestyle is nothing new for Evian Natural Spring Water. The successful tagline for the new 2007 advertising campaign, “The most important body of water is your own.™ Fill with care, ™” similarly emphasizes healthy lifestyle and an inner and outer balance that resonates with consumers. Designed to harness the public’s growing appetite for healthful living, the campaign’s simple, strong elements are part of an innovative creative and media execution to communicate the Evian health and wellness philosophy.