Evian Retooling U.S. Marketing Campaign With Sharapova, Keys

Keys (c) is a new addition to Evian's revamped "Live Young" campaignEVIAN

Evian is "ending its iconic babies campaign" in the U.S. that began in '09, as the babies will be replaced by three new endorsers in tennis players Maria Sharapova and Madison Keys and model Luka Sabbat, according to E.J. Schultz of AD AGE. Evian's "Live Young" creative platform will continue as the brand is "adding a new tagline, 'I Wanna.'" In one of the new ads, Sharapova is "shown not in her tennis gear but wearing a leather jacket and grasping an Evian besides the words 'I Wanna Be Bold.'" Sharapova has "endorsed the brand for nine years, including as part of the babies campaign." In another ad, Keys "strikes a defiant pose alongside the copy, 'I Wanna Be Fearless.'" AKQA, Evian's digital agency, is "behind the new ads" (ADAGE.com, 7/9).