Evian nearing end of its search for US PR representation

ATLANTA: Evian is in the final stages of finding a US PR agency to represent its water.

ATLANTA: Evian is in the final stages of finding a US PR agency to represent its water.

The brand, owned by France's Groupe Danone and distributed in the US by Coca-Cola, does not currently have a PR agency in the states, said Ray Crockett, a Coke PR staffer who provides PR support for Evian.

Crockett would not comment on a report that Evian had narrowed its search to several small agencies in New York, but did confirm that a search is under way and should end soon.

Evian was a pioneer in the US bottled-water market but lost the dominance it once enjoyed as competitors flooded the category.

"They had a position that was almost unchallengeable, and they let it slip away," said Tom Pirko, president of California-based beverage consulting firm Bevmark. "They didn't establish themselves as being truly unique. Now they have to re-establish themselves in the midst of clutter."

Hiring a PR firm makes sense for Evian, Pirko said, because PR is being used more by all water companies, which see ads as increasingly ineffective.

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