Brand owner Danone
is investing ú3 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.