The campaign uses an online fashion trend called ‘outfit grids’ to raise awareness of the bottle’s new design.
Raphael Turner, account director at We Are Social, said: "Outfit grids are becoming increasingly commonplace in the fashion community. The campaign taps into this trend during the busy festive season, helping the fashion community consider the Evian Kenzo bottle as more than a drink – it’s a fashion statement."
The collaboration with Kenzo, a Parisian fashion brand, is the latest in a series of design partnerships, running since 2008.
The campaign features an Instagram competition launching in the UK, US, France and Germany which uses the concept of outfit grids, in which people select and lay out stylish clothes and share the image on social media.
Consumers will be invited to post images of outfit grids which match the patterns, colours and design of Evian’s Kenzo bottle using Evian’s Twitter handle with the hashtag #celebratefashion.
Winning images from participating countries will be picked daily until 22 December.
Kenzo bottles have been sent to online fashion influencers in the hope they include them in outfit grids and share them with followers.
To support the campaign further, We Are Social will promote posts across Evian’s Twitter, Facebook and Pinterest pages to drive users to the Instagram page to take part in the competition.
Laurence Foucher, global digital marketing manager at Evian, said: "The campaign complements Kenzo’s urban, vibrant image and Evian’s live young ethos, and allows fashion communities from all over the world to interpret these values in their own way."
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