Evian
Evian is the first brand which made 'Water' into a brand
They have their stories about their brand.
Fact
In 1789 during a walk, the Marquis of Lessert drank water from the Sainte Catherine spring on the land of a M. Cachat. The marquis, who was allegedly suffering from kidney and liver problems, drank the water regularly while he walked, and claimed that his health improved. Encouraged by Lessert's advocacy of the 'miraculous' water, local doctors began to prescribe it as a health remedy. In response to the growing success of the water, M. Cachat fenced off his spring and began selling the water. The first baths appeared in 1824. The name of the spring was changed from Sainte Catherine to the Cachat Source. Two years later, the Duke of Savoy gave his permission to start bottling water from the spring and in 1829 the first Société des Eaux Minérales (Mineral Water company) was founded.
In 1859 the business became a public company as the "Société anonyme des eaux minérales de Cachat" and a year later it became French when Savoy was incorporated into France under the Treaty of Turin. The French Ministry of Health reauthorized the bottling of Cachat water on the recommendation of the Medicine academy in 1878. In 1908 Evian water began to be sold in glass bottles manufactured by the glass factory Souchon-Neuvesel which today is a part of Owens-Illinois and the first PVC bottle was launched in 1969. The next year the BSN Group, which eventually became the Danone Group, took 100% control of the Evian brand. 1978 marked an entrance into the U.S. market. In 1995 Evian switched to collapsible PET bottles.
In 1998, Evian teamed up with Virgin Records and EMI for the mix album Club Nation. The album featured many advertisements for Evian, including a logo on the cover, six full pages in the booklet, and the image of a bottle of Evian on CD1 and a crushed bottle of Evian on CD2.
In 2009, Evian launched the advertisement campaign, "Evian Roller Babies"; this won a Gold Award at the London International Awards 2009 for Best Visual Effects.
[from Wikipedia : Evian]
Their Story
1789
The Marquis de Lessert enjoys the light, fresh taste of evian® water from a spring on his friend, Mr Cachat’s property in Evian-les-Bains. He also experiences the benefits: his kidney stones are cured. The town and its spring become famous.
1824
“Thermal treatments” begin right at the source. The unusual water is used for drinking and bathing in “cures” to promote health and a youthful body and mind.
1878
The French Academy of Medicine recognizes the benefits of evian® Natural Mineral Water.
1909
The Evian Royal Palace opens its doors evian® becomes the most trendy thermal destination in France and welcomes famous guests.
1926
The Cachat spring is declared a “public interest”. The first protective area is set up around the spring.
[Source : Evian's Official Website]
Based on this, Evian begins to build an 'one-of-a-kind water on earth 'of their brand image.
First, Evian highlighted the fact that made from the 'only one' place.First, Evian highlighted the fact that any pollution or contamination level cannot reach there that can produce the only Alpine 4800m above sea level, was delivered to the customer. In particular, the French government is fully protected from the point pollution and contaminated water sources are under the legal protection given to protected areas of Evian mineral water made it clear that the most pure.
Second, built in the 'natural filter' of the Alps. Evian natural filter naeseun to customers in underground rock formations were created over a period of 30,000 years of none other than the Alps. Emphasized the fact that water is the best birth to the geological structure undergoes a double thick clay layer caused by the action of the Cenozoic uplift and subsidence of the Alps Quaternary surface.
Third, it takes a 'drop of 15 years' captured a rarity. And that the surface of the water in the Alps need time to become a mineral water for at least 15 years. Is enough to flow down into the ground at a speed of 100 ~ 300m a year, but this is a slow process Giving the absolute purity of Evian.Can not reach a
Second, built in the 'natural filter' of the Alps. Evian emphasized the natural filter to customers in underground rock formations created over a period of 30,000 years of none other than the Alps. Emphasized the fact, that water is the best birth to the geological structure undergoes a double thick clay layer caused by the action of the Cenozoic uplift and subsidence of the Alps Quaternary surface.
Third, it takes a 'drop of 15 years' captured a rarity. And that the surface of the water in the Alps need time to become a mineral water for at least 15 years. Is enough to flow down into the ground at a speed of 100 ~ 300m a year, but this is a slow process Giving the absolute purity of Evian.
They have their stories about their brand.
Fact
In 1789 during a walk, the Marquis of Lessert drank water from the Sainte Catherine spring on the land of a M. Cachat. The marquis, who was allegedly suffering from kidney and liver problems, drank the water regularly while he walked, and claimed that his health improved. Encouraged by Lessert's advocacy of the 'miraculous' water, local doctors began to prescribe it as a health remedy. In response to the growing success of the water, M. Cachat fenced off his spring and began selling the water. The first baths appeared in 1824. The name of the spring was changed from Sainte Catherine to the Cachat Source. Two years later, the Duke of Savoy gave his permission to start bottling water from the spring and in 1829 the first Société des Eaux Minérales (Mineral Water company) was founded.
In 1859 the business became a public company as the "Société anonyme des eaux minérales de Cachat" and a year later it became French when Savoy was incorporated into France under the Treaty of Turin. The French Ministry of Health reauthorized the bottling of Cachat water on the recommendation of the Medicine academy in 1878. In 1908 Evian water began to be sold in glass bottles manufactured by the glass factory Souchon-Neuvesel which today is a part of Owens-Illinois and the first PVC bottle was launched in 1969. The next year the BSN Group, which eventually became the Danone Group, took 100% control of the Evian brand. 1978 marked an entrance into the U.S. market. In 1995 Evian switched to collapsible PET bottles.
In 1998, Evian teamed up with Virgin Records and EMI for the mix album Club Nation. The album featured many advertisements for Evian, including a logo on the cover, six full pages in the booklet, and the image of a bottle of Evian on CD1 and a crushed bottle of Evian on CD2.
In 2009, Evian launched the advertisement campaign, "Evian Roller Babies"; this won a Gold Award at the London International Awards 2009 for Best Visual Effects.
[from Wikipedia : Evian]
Their Story
1789
The Marquis de Lessert enjoys the light, fresh taste of evian® water from a spring on his friend, Mr Cachat’s property in Evian-les-Bains. He also experiences the benefits: his kidney stones are cured. The town and its spring become famous.
1824
“Thermal treatments” begin right at the source. The unusual water is used for drinking and bathing in “cures” to promote health and a youthful body and mind.
1878
The French Academy of Medicine recognizes the benefits of evian® Natural Mineral Water.
1909
The Evian Royal Palace opens its doors evian® becomes the most trendy thermal destination in France and welcomes famous guests.
1926
The Cachat spring is declared a “public interest”. The first protective area is set up around the spring.
[Source : Evian's Official Website]
Based on this, Evian begins to build an 'one-of-a-kind water on earth 'of their brand image.
First, Evian highlighted the fact that made from the 'only one' place.First, Evian highlighted the fact that any pollution or contamination level cannot reach there that can produce the only Alpine 4800m above sea level, was delivered to the customer. In particular, the French government is fully protected from the point pollution and contaminated water sources are under the legal protection given to protected areas of Evian mineral water made it clear that the most pure.
Second, built in the 'natural filter' of the Alps. Evian natural filter naeseun to customers in underground rock formations were created over a period of 30,000 years of none other than the Alps. Emphasized the fact that water is the best birth to the geological structure undergoes a double thick clay layer caused by the action of the Cenozoic uplift and subsidence of the Alps Quaternary surface.
Third, it takes a 'drop of 15 years' captured a rarity. And that the surface of the water in the Alps need time to become a mineral water for at least 15 years. Is enough to flow down into the ground at a speed of 100 ~ 300m a year, but this is a slow process Giving the absolute purity of Evian.Can not reach a
Second, built in the 'natural filter' of the Alps. Evian emphasized the natural filter to customers in underground rock formations created over a period of 30,000 years of none other than the Alps. Emphasized the fact, that water is the best birth to the geological structure undergoes a double thick clay layer caused by the action of the Cenozoic uplift and subsidence of the Alps Quaternary surface.
Third, it takes a 'drop of 15 years' captured a rarity. And that the surface of the water in the Alps need time to become a mineral water for at least 15 years. Is enough to flow down into the ground at a speed of 100 ~ 300m a year, but this is a slow process Giving the absolute purity of Evian.
Marlboro
Your Customer is the HeroAUGUST 15, 2012 BY MARK SAMPSON
Back in the early 1950s, the tobacco industry had started to focus on the development and promotion of filtered cigarettes. This was mainly in response to scientific data that proved smoking was indeed harmful to human health. One brand in particular – Marlboro, started to be sold with filters. The knock-on effect was that Marlboro began to be viewed as a cigarette for women, much to the dismay of the brand’s owner Philip Morris.
Motivated by making Marlboro more universally appealing, Philip Morris tasked its advertising agency Leo Burnett to create a new image. An image that would reinvent Marlboro for a wider market.
Enter the Marlboro Man; still to this day dubbed as one of the most iconic and successful advertising campaigns of all time. Looking at the results, it’s no surprise why. This rugged, masculine cowboy, boosted sales for Philip Morris from $5bn to $20bn – a whopping 300%, inside of just two years.
Whilst its competitors were focusing on selling detail, bombarding the public with complex jargon and scientific claims surrounding the filter, Philip Morris and Leo Burnett took an entirely different approach. They sold a story. They created an iconic figure that resonated with millions of men worldwide. Men who saw the ads, saw themselves. By smoking Marlboro, they were the Marlboro Man.
Brags, boasts and bravado
Bacchus
Bacchus (Korean: 박카스) is a non-carbonated South Korean energy drink, first launched in 1963. It has been calledBacchus-F before a change in formula in the 1990s, after which it was known as Bacchus-D to note the increased amount of Taurine in the product (2000mg). Both formula's are manufactured by Dong-A Pharmaceutical Co., Ltd., part of the Dong-A Socio Group; and is also distributed in the United States under the Dong-A America Corporation in a 3.3 oz glass bottle (approximately 1/3 the size of a Red Bull).[1]
[Source : Wikipedia ; Bacchus]
Bacchus has been popular in South Korea for many years. Originally it was sold in pharmacies as an 'herbal medicine' to prevent colds and cure hangovers, rather than as an energy drink.
The Success for appealing it for common people is branding it with storytelling.
Its commercials usually talk about fatigue, and almost everyone have fatigue about anything.
That's their positioning strategy through story-telling commercials.
[Source : Wikipedia ; Bacchus]
Bacchus has been popular in South Korea for many years. Originally it was sold in pharmacies as an 'herbal medicine' to prevent colds and cure hangovers, rather than as an energy drink.
The Success for appealing it for common people is branding it with storytelling.
Its commercials usually talk about fatigue, and almost everyone have fatigue about anything.
That's their positioning strategy through story-telling commercials.
17.7 billion bottles sold. Following release all bottles sold (12㎝) is circling the earth 53 degrees remain wheels. Only during the last year 480 million bottles, amounted to 170.9 billion won worth gotta sell that can keep up to hit Dong place.
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Exports to the current 28 countries (USA, China, the Philippines, Mongolia, Canada, Cambodia, Japan, Australia, etc.)
[Source : Article from Etoday '발매 50주년 박카서, 총 177억병 팔려...지구 53바퀴']
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Exports to the current 28 countries (USA, China, the Philippines, Mongolia, Canada, Cambodia, Japan, Australia, etc.)
[Source : Article from Etoday '발매 50주년 박카서, 총 177억병 팔려...지구 53바퀴']