Choose Your Words Wisely

detox_evian.jpg
Lewis Lazare despises the new Evian campaign.

Evian is coming at consumers with a new print and online effort from Euro RSCG/New York that feels horrendously wrong-headed. For reasons we can’t begin to fathom, Euro has decided to advertise Evian as the water to “detox” with, a word with strong drug-addiction associations that really doesn’t belong in the same sentence with bottled water. But somehow we’re supposed to forget all that and focus on the fact Evian can help rid our bodies of their various impurities.
As if to further muddle the message, the print ads throw in some racy images of unclothed models stretched out on the side of a snowy Alp — sexy visuals that in no way relate to the more medically focused detox message.
The absurdity of it all truly is nauseating.

What is the deal? Who drinks bottled water to detox? I drink it to hydrate.
Why not use the word “Purify”? Maybe it was already owned by another water brand. Even so, that’s no excuse.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. The accounting VP’s transformation into a dickhead was finally complete.

  2. Well you also drink to get rid of toxins, after all… I think “Purify” would imply that you are in a “normal” state and drinking would just make you feel better, whereas by detox they mean that you are currently poisoned (by what you eat and breathe) and that Evian can save you…
    Regarding the nude model, I think their idea (beside catching the eye) is to give an impression of immersion in a world of purity. The fact that the traces in the snow looks like wings of an angel strenghten this impression.
    Well, I don’t think this ad is so outrageous… now maybe that’s because I’m french (and thus used to seeing sexy models in ads).
    Anyway, the soundtrack of their online ad has at least managed to make me want to go to the toilet :o)
    PS: great blog, btw, keep up the good work

  3. Well you also drink to get rid of toxins, after all… I think “Purify” would imply that you are in a “normal” state and drinking would just make you feel better, whereas by detox they mean that you are currently poisoned (by what you eat and breathe) and that Evian can save you…
    Regarding the nude model, I think their idea (beside catching the eye) is to give an impression of immersion in a world of purity. The fact that the traces in the snow looks like wings of an angel strenghten this impression.
    Well, I don’t think this ad is so outrageous… now maybe that’s because I’m french (and thus used to seeing sexy models in ads).
    Anyway, the soundtrack of their online ad has at least managed to make me want to go to the toilet :o)
    PS: great blog, btw, keep up the good work