Class PR, Branding, and Marketing
Year Fall 2021
Evian SPA
Project Type Branding | Brand Extension Development | Marketing Strategy
A new concept of luxurious yet affordable spas based on the values that built the reputation of Evian’s brand: Health, Purity, Youth
Project aim
For our PR, Branding, and Marketing class assignment, we were tasked with crafting a compelling brand extension proposal for a brand of our choice. The objective was to ignite a new product category that resonates with the essence of the brand - encompassing its values, purpose, core pillars, and visual identity cohesively. In addition to the brand extension, we had to develop a comprehensive customer segmentation plan, determine the ideal location for maximum exposure, craft a tailored marketing strategy to reach our target audience effectively, and meticulously plan the product launch to generate buzz and excitement. I opted to delve into outlining a strategic brand extension plan tailored for Evian, known for its natural mineral water offerings.
Outcome
I developed a brand extension proposal named Evian SPA by leveraging Evian’s brand pillars, heritage, and main ingredients. This extension to Evian’s brand focuses on a young audience to bring them affordable spas around multiple locations worldwide. The spas use the therapeutic virtues of Evian’s main ingredient – natural mineral water sourced from the French Alps – to allow customers to relax, rejuvenate, and re-energize. Evian SPA would provide a unique spa experience built upon the pillars of the brand: health, purity, and youth. This innovative proposal aims to combine the essence of Evian's natural mineral water with the luxury and relaxation of spa services to create a rejuvenating experience for customers seeking a holistic approach to well-being. By integrating the brand's values into the spa experience, Evian SPA aims to offer a harmonious blend of wellness, purity, and vitality in distinctive locations worldwide, catering to a discerning clientele looking for a unique and revitalizing escape.
