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Evian - Mountain of Youth Campaign Mountain of Youth Campaign Evian The central idea of this campaign is the iconic “Mountain of Youth,” a playful visualization where a group of infants—symbolizing youthful vitality—frolic in an ethereal, scenic environment. This enhances the brand's image as a source of purity and healthful living, with a creative nod to its signature association with youth. The use of babies as symbols of youth and vitality is a creative hallmark of Evian’s branding, following the famous "Live Young" campaigns. The surreal, fantasy-like mountain reinforces a positive emotional connection between nature, purity, and youthfulness, blending health and happiness into a visually appealing concept. The campaign is designed to appeal to health-conscious consumers who value wellness and vitality. It resonates with those who associate premium products like Evian with a pure and active lifestyle. It particularly targets young adults and professionals interested in maintaining youthful energy through natural means. Evian’s “Mountain of Youth” campaign taps into its long-standing association with purity and vitality. It combines playful imagery with a whimsical take on the natural benefits of its water, presenting a metaphorical "mountain" from which the fountain of youth flows, showcasing the brand's promise of rejuvenation. "Evian uses its iconic association with youth and purity to create a visually enchanting narrative.