For the past nine years Danone Waters’ Evian Detox offensive has driven sales of bottled water in January after the festive excesses of December.
This year the brand owner will spend £3 million on communicating the Evian Renew message. The campaign will include ads on TV after a two?-year absence from the small screen.
The creative features babies in nappies performing roller-skating stunts. The babies will also appear on promotional bottles and multipacks.
From January 1, sales promotions in major retailers will include buy-one-get-?one-free on 50cl and 70cl bottles, and a 50% extra free offer with 4x75cl multipacks.
Brand manager Adrien Varrod said: “Our annual Detox campaign has gone from a standing start in 2000 to strong sales in the first six weeks of the year.