Water brand evian recently tapped beloved singer Dua Lipa for its latest campaign, titled 'Drink True.' The ad features Dua Lipa, who was named Evian’s global ambassador in July, singing a capella to show the "power of letting your true self shine."
According to a statement by the brand, "a champion of the young-at-heart, Dua empowers those who have new ideas and authentic energy that will challenge the status quo and regenerate the world; moving culture forward with their passion and consciousness." The Drink True campaign comes as evian makes strides towards its goal of making all of its bottles from recycled plastic by 2025.
By leveraging the singer, the brand is appealing to Gen Z consumers who not only look up to the singer but stand by the message of authenticity.
Songstress Water Campaigns
evian Taps Singer Dua Lipa in 'Drink True' Campaign
Trend Themes
1. Singer Campaigns - Major brands are tapping into the star power of singers to promote authenticity in their campaigns.
2. Sustainability in Packaging - More companies are setting ambitious goals for sustainable packaging materials and recycling.
3. Appealing to Gen Z - Brands are targeting Gen Z with messages of authenticity and empowerment through celebrity partnerships.
Industry Implications
1. Beverage - Beverage companies can use celebrity partnerships to appeal to younger generations and promote sustainable packaging materials.
2. Fashion and Beauty - Fashion and beauty brands can use celebrity ambassadors to promote authenticity and appeal to Gen Z consumers.
3. Marketing and Advertising - Marketing and advertising agencies can help brands develop campaigns that appeal to younger consumers through celebrity partnerships and sustainable messaging.