±±¾©Èü³µpk10

Looking to redefine its upscale image, bottled water company Evian

has unveiled a web site which profiles emerging talents in fashion and

entertainment. The purpose of 'L'orginal' (www.evian.com) is to align

the brand with the interests of Generation Y.

'We're creating opportunities online to express Evian's personality and

positioning as a brand,' said Steve Mendelsohn, general manager of

nurun/New York, which created the site. 'The site's geared to building

stronger relationships with Evian's key consumers, who are at the front

of the pack when it comes to personal style, fashion and music.'

Talent on 'L'orginal' includes singer/songwriter Lisa Shaw and

accessories designer Rafe. Each profile features talent bios, appearance

schedules, performances and interviews. Visitors get an exclusive look

at the promoted artist, how they got there and where they want to

be.

Evian is extending 'L'orginal' into an offline campaign, with a series

of promotions and contests with partners such as Chelsea Piers, Gen Art

and Time Out New York.

'Our goal is to create marketing synergy between all of Evian's

advertising media in a 360-degree approach,' said nurun account director

Cynthia Damon.

'We've found ways to leverage Evian.com's unique content and take it out

to other web sites in the form of ads directing traffic back to the

site.'

Evian is running banner ads that feature 'L'orginal' talent across a

number of sites, such as Launch.com, Alloy.com iClips and

VarsityBooks.com.