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CREATIVE CONCEPT

t HE r ETREAT by

evian


“About 60 percent of your body is made up of water, so therefore you are literally what you drink.� 1


Contents Synopsis

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The Experience

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Target Market

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Location

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The Concept

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Benefits

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Outcome

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Referencing

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Synopsis

The Retreat well-being experience by Evian will be a bespoke experience offered by no other brand on the market. Despite Evian offering similar services in both France and Japan, the London retreat will provide a much deeper, more authentic and sensory experience. Although Evian has traditionally focused its market activities on one product, the company has still managed to build an envious lifestyle brand. People who drink Evian enjoy – or at the very least desire – a certain lifestyle1. Following research carried out over the past months, the conclusion was that the next step in Evian’s marketing strategy should be to launch a ‘concept store’. A conversation with Sarah Dossett, Head of Marketing for Evian, resulted in the decision of labelling the experience as a ‘well-being experience’ rather than a concept store. This was done due to the fear the term ’concept store’ would not attract the right type of customer. Despite being available in supermarkets and high street shops such a WH Smith, Evian class themselves as a luxury brand within the water industry.

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The Experience

‘Evian has elevated water into a luxury brand synonymous with glamour, style, perfection as well as good health and sustainable development’1. The Retreat will be the ultimate travelling wellness stop offering an authentic alpine experience within a stylish and contemporary environment. This will be the first Evian Spa in the United Kingdom and the fourth in the world. The Retreat well-being experience will focus on both the physical and psychological rejuvenation, with particular emphasis on the uplifting of the mind and spirit, freeing the mind from the pressures related to busy everyday working life. The experience will start from the moment clients walk into the forest, where they will be transported into a soothing sanctuary, leaving the stress of the buzzing terminal behind.

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Target Market Evian’s target group is cosmopolitan and shares a global mind-set. The consumers are health conscious and willing to pay for quality. Dirk Holzapfel, Marketing Director of DANONE Premium Beverages said: “Usually they are the trend setters or innovators’’1.

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Location

Positioned at London Heathrow Terminal 5, The Retreat will be a place of tranquillity and peace where travellers can take part in a range of activities including having a drink at the ice bar, chilling out in the alpine chalet relaxation room or discovering the Evian spring in the basement cave. Due to its airport location, the experimental store will attract an international audience of passengers either going away or travelling home. It will provide a new and exciting way of filling in time whilst waiting at airports. Having an airport terminal as a permanent location will ensure a constant flow of new customers. Despite Evian’s consumer base growing considerably in recent years, as a wider range of people from all backgrounds show greater concern about what they put in their bodies, their main target audience is still the 24-44 years old. Through carrying out primary research and contacting the brand directly, the conclusion that Evian’s main target audience is more specifically commuters and travellers, was formed.

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The Concept

The brand is seen as pure and glamorous and these two qualities will be reflected within The Retreat. Evian owes its exclusiveness to two factors. Firstly their water has an exceptional origin which gives the brand its unique purity and composition. The origin of the water will hugely inspire the layout of the store; creating a journey through which the customers will be guided. Secondly, Evian has an iconic status; the brand gets its prestige from the designer collaborations it creates and the many viral campaigns it has produced. This latest addition to the Evian marketing strategy will, in turn, introduce a new high-end collaboration. With bottled water being a major environmental issue, the launch of the The Retreat will accompanied the launch of the new light-weight re-useable Evian bottle. The simple yet stylish design will reflect the brand’s essence. Customers will have the opportunity to fill it with Evian water from, what will be made to represent, the original alpine spring. This will, subsequently, reinforce the authentic experience.

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Benefits

One of the main aspects to consider is the benefit Evian will gain from investing in such a big project. The bottled water industry is very competitive and in order for Evian to stay ahead of its rivals, it is important for the brand to be constantly thinking ahead and coming up with new and innovative ideas. Involving their customers is one of Evian’s key priorities. The Retreat will not only provide the customer with a unique and sensory experience but also, inevitably increase sales of Evian’s products. Having a permanent base in London alongside the widespread publicity linked to the campaign will increase brand awareness within the UK, in the hope of eventually becoming Britain’s number one water brand.

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Outcome

Evian will be the first brand to offer such an experience in the UK. Many airports, including London Heathrow, have spa facilities available, but none which provide a multi-sensory experience. • A memorable, positive and unique experience is what the brand hopes to provide their customers with. • An internationally recognised campaign which will be and linked to the brand and its strong belief and values. • A chance to truly feel where the brand comes from and get an understanding of its exceptional origin.

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Referencing Text 1. http://coolbrandsstories.wordpress.com/2012/09/20/evian-60-of-me-is-french/

Imagery Front/Back page: own photography page 1 http://pixdaus.com/dianakimkim/user/profile/504711/newest/60/ page 4 1. http://en.palacehoteltokyo.com/evian_spa_tokyo 2. http://www.evianresort.com/uk/index.php#galerie-hotel-royal.ph page 6 1. http://dornob.com/creative-custom-log-craft-rustic-modern-wood-furniture/ 2.http://good-wallpapers.com/nature/9603 3. http://www.123rf.com/photo_14498587_single-tree-and-julian-alps-landscape-inslovenia.html 4. http://www.touristmaker.com/countries/switzerland.html 5. http://www.mountain-sanctuary.co.uk/sanctuary.php 6. http://www.colourbox.com/image/relaxation-on-a-bench-in-austria-alps-image-2960330 page 7 http://www.evian.com/en_us/30-uniquely-balanced-unlike-any-other page 9 http://www.jtbuk.com/newinformation/T5.html page 10 http://blog.purentonline.com/index.php/2013/01/19/diane-von-furstenberg2013-limited-edition-evian-bottle/ page 12 1. http://izismile.com/2013/01/08/homemade_multicoloured_igloo_16_pics.html 2. http://pinterest.com/pin/481533385127343707/ 3.http://www.junk-culture.com/2012/08/dave-rittinger-color-pencil-tree. 4. https://www.facebook.com/photo.php?fbid=461651447206054&set= pb.168421829862352.-2207520000.1363344194&type=3&theater. 5. http://pinterest.com/pin/481533385127343673/ 6. http://pinterest.com/pin/481533385127343746/

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t HE r ETREAT by

PHILIPPA RIVET

CREATIVE CONCEPT  

THE RETREAT WELL-BEING EXPERIENCE BY EVIAN.