Responsible Marketing

Evian’s hip-hop roller babies: Responsible or not?

By July 9, 2009August 6th, 20206 Comments

By now, you’ve probably heard about Evian‘s new “live young” campaign featuring the roller babies.

You haven’t? Well, now you are in the know:

There’s a lot to like here: It’s fun, unique, the CGI was done well and who doesn’t love Rapper’s Delight? It’s the type of video you can hardly resist hitting the “share” button on and it’s really making the rounds.

Irresistable? Fun? Must be Responsible Marketing, right?

Well, yes and no.

Really, it depends on whether you think it’s possible for a company marketing a product many deem to be irresponsible can ever do Responsible Marketing.

Here are five reasons to not drink bottled water, from Lighter Footsteps and the Sierra Club:

  • Bottled water isn’t a good value
  • No healthier than tap water
  • 1.5 million tons of plastic waste per year
  • Requires up to 47 million gallons of oil per year to produce
  • Creates a risk to marine life
  • Results in less attention to public systems

So what do you think?

Can an irresponsible product be marketed responsibly?

Comment below to weigh in.

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Join the discussion 6 Comments

  • Thanks for sharing that video. I hadn’t seen it yet. It reminds me of the dancing baby ala 1997.

    It didn’t change my mind about drinking bottled water.

  • Michael says:

    Bottled water: the greatest marketing hoax ever perpetrated on a first-world country.

  • Kudo’s to the creative team that produced the piece – dancing baby next gen!

    Tsk tsk to the folks pulling the strings, distracting us from the serious questions at hand with all that good clean CGI fun…

    I’m with Shari – didn’t change my mind either. But can’t help wonder how many others will see beyond the wonderful skatin’ baby wizardry and ask the deeper questions.

  • Clint says:

    The ad is definitely generating discussion and people will remember the name Evian – so they are being successful at getting their brand out there to the public. As for the “responsibility” question: I really hadn’t thought of it that way before. However, there are a lot of products that you could consider “irresponsible,” like alcohol, tobacco, fast food, etc.

  • Noomaak says:

    How does drinking Evian make you feel? With this crowd, the obvious answer is “wet”. Bottled water just leads to a bigger environmental threat… plastic diapers.

  • mike gore says:

    i’m really not sure whether or not an “irresponsible product” can be marketed responsibly.

    remember: evian backwards is ‘naive’

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