SBD/June 26, 2014/Marketing and Sponsorship

Ave Maria: Sharapova The Centerpiece Of New Evian Marketing Campaign

Evian has "created a music video by the hip-hop duo Rizzle Kicks" featuring tennis player Maria Sharapova as the "centrepiece of a new Wimbledon-themed viral marketing campaign" in the U.K., according to Ian Griggs of CAMPAIGN LIVE. Including the original video, the campaign also comes with "outdoor screens, print ads and social media, as part of the Danone-brand’s ongoing 'live young' activity." The three-minute music video of the song "Tell her" shows the Rizzle Kicks duo "hot on the trail of their teenage crush, Sharapova, using Wimbledon village as a backdrop." Evian is the "official bottled water of the Wimbledon tournament and Sharapova is the brand’s global ambassador." The campaign will be "supported by a dedicated microsite within Wimbledon.com." The campaign also will use social media "as well as display and point-of-sale units in retail outlets such as Tesco, Boots and WHSmith" (CAMPAIGNLIVE.co.uk, 6/24).

HITTING THE SWEET SPOT: Sharapova's agent, Max Eisenbud, said that her Sugarpova candy brand "sold 1.4 million units" in '13. In London, Ben Machell noted that figure is "set to double by the end of this year." Machell: "Having met her, I'm not that surprised. She could probably make millions from Maria Sharapova car de-icer if she put her mind to it." She is the "best-paid sportswoman on the planet." Sharapova is "loaded, basically, and after five minutes in her presence you can see why." With fans she is "sweet and giving, but when she talks about business and branding decisions, it's with a crisp self-confidence" (LONDON TIMES, 6/25). 
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