Evian, the famous French natural spring water brand, has recently teamed up with Coperni, the avant-garde fashion label, to create a limited-edition glass bottle that embodies creativity, elegance and innovation. In this article, we will explore the story behind this collaboration, the design of the bottle, and the marketing strategy that made it a success.
The Story of Evian and Coperni
Evian was founded in 1789, when a nobleman discovered the source of the water in the French Alps and recognized its health benefits. Since then, Evian has become a symbol of purity, freshness and youthfulness, as well as a leader in sustainability and social responsibility. Evian is committed to preserving the natural environment, reducing its carbon footprint, and supporting local communities.
Coperni was launched in 2013 by Sébastien Meyer and Arnaud Vaillant, two young designers who met at the prestigious École de la Chambre Syndicale de la Couture Parisienne. Inspired by the pioneering astronomer Copernicus, Coperni combines technical innovation with Parisian refinement, creating futuristic and minimalist collections that challenge the traditional paradigms of fashion. Coperni has won several awards, such as the ANDAM Fashion Award and the LVMH Prize.
The collaboration between Evian and Coperni was born out of a shared vision of innovation, imagination and playfulness. The two brands wanted to create a unique and artistic experience for their consumers, inviting them to look closer and discover the captivating constellation within the bottle.
The Design of the Bottle
The limited edition 75mL glass bottle features a sleek and elegant design, with a black cap and a white label that displays the logos of Evian and Coperni. The bottle is wrapped in a transparent film that obscures the water inside, creating a sense of mystery and curiosity. This is the first time that Evian is launching a bottle that hides its hero product: the water.
The innovative design of the bottle reveals a constellation that depicts the mythological story of the two brands, which unfolds within each of the limited edition bottles. Through glimpsing inside the bottle, consumers are taken on an artistic voyage and invited to see the world through the playful lens of Evian and Coperni, where innovation, movement and life converge in a mesmerizing dance of creativity and imagination.
At the heart of the constellation lies a depiction of the iconic source of Evian water at Evian Les Bains. As the eye traverses further, the journey of Evian water is portrayed through the pristine mountains, signifying the brand’s connection to nature. As the natural spring water is filtered through layers of preserved Alpine rock for more than 15 years, the artful fusion of the bottle’s designs captures this harmony of art and science, encapsulating both brands’ innovative and youthful spirit.
The Marketing Strategy of the Collaboration
The collaboration between Evian and Coperni was launched in November 2023, just in time for the holiday season. The limited edition bottle is available at select restaurant and hospitality partners, as well as online at Evian’s website and Coperni’s e-shop. The bottle is ideal for seasonal gift giving or as a stylish accompaniment to festive tablescapes.
The marketing strategy of the collaboration can be summarized in five key points:
- Leveraging the power of co-branding: By partnering with Coperni, Evian was able to tap into a new and trendy audience, as well as enhance its image as a premium and innovative brand. Coperni, on the other hand, was able to benefit from Evian’s global reach and reputation, as well as showcase its creative and visionary design approach.
- Creating a unique and immersive experience: The collaboration offered consumers a novel and engaging way to interact with the product, as they had to look inside the bottle to discover the constellation and the story behind it. The bottle also served as a conversation starter and a social media trigger, as consumers were encouraged to share their discoveries and impressions online.
- Embracing the theme of astronomy: The collaboration was inspired by the namesake of Coperni, the astronomer Copernicus, who revolutionized the understanding of the universe. The theme of astronomy resonated with the consumers’ curiosity and fascination with the stars, as well as their desire to explore new horizons and possibilities.
- Highlighting the sustainability and quality of the product: The collaboration also emphasized the natural origin and purity of Evian water, as well as its commitment to environmental and social responsibility. The bottle was made of 100% recyclable glass, and the film was made of 50% recycled plastic. The collaboration also supported the evian x Virgil Abloh “Activate Movement” program, which funds projects that promote access to education, clean water and climate action.
- Generating buzz and media coverage: The collaboration generated a lot of attention and interest from the media, influencers and consumers, as it was featured in various platforms and publications, such as Hypebeast, Forbes, MSN, and more. The collaboration also received positive feedback and reviews from the public, who praised the originality and beauty of the design, as well as the quality and taste of the water.
The Result of the Collaboration
The collaboration between Evian and Coperni was a success, as it achieved its objectives of creating a unique and artistic experience, enhancing the brand image and awareness, and increasing the sales and loyalty of the product. The collaboration also demonstrated the power of combining art and science, fashion and water, innovation and tradition, to create something new and exciting.
The Moral of the Story
The collaboration between Evian and Coperni teaches us some valuable lessons about marketing, communication, branding, innovation, creativity and advertising. Here are some of the main takeaways:
- Co-branding can be a powerful strategy to reach new audiences, create synergies and add value to the product.
- Creating a unique and immersive experience can increase the engagement and satisfaction of the consumers, as well as the word-of-mouth and social media exposure of the product.
- Embracing a theme that resonates with the consumers’ interests and aspirations can enhance the emotional connection and relevance of the product.
- Highlighting the sustainability and quality of the product can increase the trust and loyalty of the consumers, as well as the social and environmental impact of the product.
- Generating buzz and media coverage can increase the visibility and awareness of the product, as well as the credibility and reputation of the brand.
