| 5W Turns Bottled Water into Posh Spa
Looking to maximize media coverage through its new advertising campaign of “Evian Detox”, the world’s premier bottled water brand turned to 5W to create a media initiative to support the brand’s positioning. 5W’s solution was the creation of the “Evian Detox Spas” where tastemaking consumers could experience the healing powers of the brand’s mineral rich content. This year long media initiative included launching a branded event campaign for the Evian Detox Spas in the top lifestyle cities in the country, including the night before Fashion Week in New York City, Sobe Food and Wine in Miami and the week prior to the Oscars in Beverly Hills.
The events yielded attendance top tier media in our target audience: beauty and fitness editors of high circulation outlets. Media in attendance included editors from UsWeekly, Vogue, Lucky, CosmoGirl, W, Fitness, Essence, Elle, InStyle, and many more. In tandem with the media outreach for the event we also needed to secure local media to raise awareness of the spa and build momentum for the initiative. Our efforts were highly successful as TV segments with NY television stations including ABC news, WB11’s Morning Show as well as national coverage from E! Entertainment were secured. Print media features include Time Out NY, AM New York, WWD Beauty Biz, Star Magazine and NY Times.
The events yielded attendance top tier media in our target audience: beauty and fitness editors of high circulation outlets. Media in attendance included editors from UsWeekly, Vogue, Lucky, CosmoGirl, W, Fitness, Essence, Elle, InStyle, and many more. In tandem with the media outreach for the event we also needed to secure local media to raise awareness of the spa and build momentum for the initiative. Our efforts were highly successful as TV segments with NY television stations including ABC news, WB11’s Morning Show as well as national coverage from E! Entertainment were secured. Print media features include Time Out NY, AM New York, WWD Beauty Biz, Star Magazine and NY Times.
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