Paul Smith for Evian - Click here for this week’s top video clipsI am always excited by a good brand idea and I think this is definitely one.
Evian has tied up with British fashion designer Paul Smith who has designed a special edition bottle for the brand which goes on sale in November just in time for Christmas.
What I like about the idea (and it is clear when you watch the video) is its tight fit with the brand and what it’s all about – youth.
Firstly the fact that Evian has used an older person like Paul to deliver its proposition of youth is both fresh and inspiring. As Paul says “youth is not a question of age, but a question of attitude.”
Most creative people are child like (they need to be to break new ground) and Paul is clearly no exception. With a studio full of toys and other bright and colourful items, Paul comes across as a credible and natural endorsement for the brand and its proposition of youth.
Finally as a successful, but also convivial fashion designer he is an effective brand spokesperson - likely to easily connect with Evian’s audience.
“Life is about living young and enjoying yourself everyday” Paul says. Who would want to disagree with that?
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