It turns out that CGI babies aren’t just winners for E*Trade. Evian has reprised its famous (and viral) dancing bambinos in a new ad, “Baby & Me.”
The video is a follow-up to its viral smash hit, “Roller Babies,” which was aired in 2009. The brand also released the interactive spot “Baby Inside” in 2011.
“The babies embody ‘Live Young’, the evian mantra, and remind us that we are all youthful in our own, unique way,” said Jerome Goure, VP Marketing for Danone in a press release. “Babies are also the ultimate symbol of natural purity, exactly what evian water is.”[more]
The new video, launching in 14 countries, was produced by creative agency BETC and precedes the May launch of a Baby & Me app. Developed by BETC Digital and B-Reel, the app uses facial recognition software so users can take their photo or those of a friend and upload for instant “babification” and posting on Facebook or Twitter using hashtag #EVIANBABYANDME.
The campaign will be featured on TV, in theaters and in on-demand services starting April 21. The spot will also be accompanied by a print campaign featuring Maria Sharapova and Melissa Reid, both brand ambassadors for evian.
Evian’s 2009 “Roller Babies” holds the Guinness Book of Records for the most viewed ad video, but as irony would have it, “In the year the Evian “Roller Babies” video went viral and attracted 50 million views, the brand lost market share and sales dropped 25 percent,” notes Forbes, adding, “Sometimes the best form of advertising isn’t necessarily the best form of advertising.”
In light of that, the bigger trend to make more viral content, like Pepsi Max’s “Test Drive” and “Uncle Drew” seems more about building brand recognition than profits. As for the consumer, it certainly makes a brand more likable if they can give you a good laugh—or cry.
Forbes continues, “remarkability” is the essential catalyst of contagion…this is the aspect of the matter that motivates someone to say something about it to someone else or that makes it a conversation piece. Remarkability may be the Higgs boson of brand messaging: more atomic than things like unique selling propositions, elevator speeches and even purpose statements.”