Evian is ending its iconic babies campaign, at least in the U.S., where the animated infants have been roller-skating, dancing and surfing in ads since 2009. The effort, which in its early years broke a world record for online ad views, will continue running globally. But the premium water brand says the babies are no longer the best representation of the youthful attitude it wants to portray in the states.


The babies, in addition to being visually entertaining, connected drinking water to living young. But for Americans, youthfulness has evolved to be more about “a mindset and an attitude,” says Olivia Sanchez, VP of marketing for Evian in North America. “We embrace life at any age and we don’t need to be told to go back to youth.”

Read more at Ad Age: http://adage.com/article/cmo-strategy/evian-throws-babies-favor-ad-approach/314122/