Evian appeals to youth market with FFI Beatwax appointment

Youth PR agency FFI Beatwax has won a four-way pitch to head French mineral water company Evian’s youth PR drive.

Youth PR agency FFI Beatwax has won a four-way pitch to head French

mineral water company Evian’s youth PR drive.



FFI Beatwax beat incumbent Livewire in a pitch for the two-year account,

which carries fees of pounds 160,000 per year. Livewire had held the

account for three years.



Evian is keen to redirect its communications strategy towards the youth

market, and as part of its programme, FFI will organise nightclub and

summer music festival sponsorship as well as highlighting Evian’s snow

boarding activities.



The company was a sponsor of last year’s British Snowboarding

Championships and plans to maintain its links with the sport. Evian has

already been named as a main sponsor for music event and FFI client

Tribal Gathering, in May.



’The youth market is very important for Evian and the secret to cracking

it is not through restrictive marketing disciplines,’ said Darren

Thomas, brand manager at Evian.



’The bottom line is that we expect FFI Beatwax to increas the status of

the Evian brand,’ he added.



Evian has increased its PR budget for 1998 by 15 per cent over last

year.



The company has also renewed its one-year corporate and trade PR

contract with Benchmark, handling crisis management as well as

implementing a communications strategy for mainstream audiences through

events such as the sponsorship of the Lawn Tennis Association.



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