Targeting millennials with themes of living a full life whilst radiating a strong sense of self is a common strategy for brands and marketers and evian has adopted this approach to engage this generation in a new global campaign.
Themed "I Wanna #Liveyoung", it aims to engage millennials by celebrating their multi-dimensional spirit and multi-hyphenate identities, living multiple lifestyles spanning different disciplines, including travel, entrepreneurship, fashion, and health and wellness, to name a few.
The campaign has positioned evian as an enabler of these millennial lives, giving them a moment of respite from the pressure of excelling and conforming to societal expectations.
"Evian's "I Wanna #Liveyoung" campaign celebrates those who do not settle for just one path. It's for the multifaceted, the ones with aspirations and a thirst for life. Our youths today embrace an inspirational attitude - to be and do what they want, paving their way in life - that is a true testament to living young with evian," said Franck Escudier, marketing director, evian International.
Featuring a range of localised celebrities, the campaign has now launched in Taiwan, and features popular Taiwanese singer and actress Ella Chen.
"I believe all of us embody a multi-hyphenate lifestyle deep within and there isn't just one thing that defines us. As an entrepreneur, artiste, a mother, and a fitness coach, such lifestyle is more than a label - it is an attitude that involves the heart, body, and soul. I'm excited to be collaborating with evian as we embrace the multi-dimensional spirit, while at the same time adopt values of satisfying our insatiable curiosity to do what we 'wanna' do," said Chen.