Evian sponsors Wimbledon

30 May, 2008

Evian has been signed up as the official bottled water of the Wimbledon tennis championship for the next five years.

Brand owner Danone

is investing £3 million in a marketing campaign to promote the partnership this summer, with special-edition packs across its range and an outdoor, print, digital, London Underground and taxi cab advertising blast.

Special Wimbledon packs of Evian will feature a pink tennis ball behind the logo, and Danone is offering retailers a number of POS materials such as branded fixtures, dump bins, posters and shelf wobblers.

Evian marketing manager Tom Pullen said: "We were looking for something that we could really use to kick-start the category at the beginning of summer and try to change consumer behaviour that then lasts throughout the whole summer. It doesn't take a genius to work out why Wimbledon is such a good fit for us.

"It is a strategic activity . We will use Wimbledon as a platform to demonstrate Evian and bottled water's role in health. Tennis players drinking water is a nice visual manifestation of the importance of hydration," he added.

Pullen said the team-up is part of a long-term programme of sponsoring tennis . Danone already sponsors the US Open and Australian Open , as well as US player James Blake, who is ranked eighth in the world.

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