Baby dancing with Evian

Pop-up dance parties and a new OOH campaign look to engage consumers in a way 'Roller Baby' (as cute as it was) couldn't before.

Evian couldn’t be more thrilled with the success of its ‘Roller Baby’ video, where diaper-clad cuties performing stunts to the tune of ‘Rapper’s Delight’ gained more than 160 million views around the world. But now the bottled water company wants to take ‘Roller Baby’ to the next level and invite consumers to be a part of its ‘Live Young’ brand positioning.

Starting this week, Evian is rolling out its ‘Baby Inside’ campaign, which includes OOH, experiential, social media and digital. Starting April 25, the brand will be deploying ‘Live Young on Wheels’ a mobile unit that moves around Toronto and hosts pop-up dance parties. The brand is also unleashing a new OOH campaign, including billboards and backlit posters, spanning Toronto’s underground walkway PATH, Union Station, Scotiabank Plaza and the Fairmont Royal York.

The poster creative features Russian tennis player Maria Sharapova, sporting Evian’s now-famous ‘baby body’ t-shirts, which feature a baby’s body screened onto a tee, the joke being that the wearer’s head then becomes the baby’s head.

The latest ‘Roller Baby’ effort was created by Euro RSCG Worldwide in association with Sharpe Blackmore Euro RSCG in Toronto, with media buying handled by MPG Canada.

‘We really see the ['Roller Baby'] campaign as a symbol of Living Young, but ‘Baby Inside’ gives us a more concrete expression of what ‘Live Young’ really means. It’s really about an inclusive campaign,’ says Barak Orenstein, senior brand manager, Evian Canada.

To their target demo, ‘Living Young’ could mean ‘yoga or rock climbing or travel, but it also could be having a quiet night at home and trying a new recipe and entertaining at home,’ says Orenstein. He says their aim is to reach a target psychographic demo of individuals who have a youthful spirit, curiosity and passion for life.

The campaign’s digital moves are still under wraps, but are set to be revealed mid-month.