The Evian Baby and Spider Man 2

Yesterday I wrote about the opening weekend of Spider Man 2, and the movie's partnership with the United States Postal Service.  Very innovative and very smart, especially for building the brand equity of the USPS.

A few of my students in my NYU class quickly pointed out another one of the movie's partners ... Evian water.

The brand smartly took it's Evian baby campaign, which you can watch here:

And brought it to life in the Spider Man theme, which you can also watch here:

Here's what I love about the Evian campaign:  the mix of babies from every race, ethnicity, texture, color, size, shape, and personality.  I just love the message it sends, and what better vehicle than babies?!?  "Live Young" ... don't we all look in the mirror and see our younger selves?

Some have questioned the linkage to the brand, to which I would imagine is all about showing youthfulness, vitality, and energy.  "Live Young!"

So now the brand is linking it to yet another kind of baby ... a Spider Baby (?) showing yet another dimension of diversity and vitality.

Brilliant, just brilliant.

What's your experience?  JIM.

PS - Just noticing that in all the time I've been writing this blog, this is the first time I've written about Evian.  It's about time!