EVIAN: “How to drive premium brands with innovative marketing tools?”

The guest lecture by Jeyan Heper, Marketing Director of Danone Waters Germany, was a great success for ESB Business School. About 100 students attended this really hands-on marketing lecture, organized by Prof. Dr. Rennhak. After starting with a short introduction of the Danone Group and its water business, Jeyan Heper focused on Evian as the premium brand on the German market.

By giving a lot of examples (videos, displays, etc.), he showed how Evian has been turned into a successful lifestyle water brand.

Student Theresa Rais: „I think I’ve seen him on TV, while watching Germany’s Next Top model!“. She turned out to be right. Evian used a photo shooting on “Germany´s Next Top model” TV show to increase brand awareness.

This is an example of modern and innovative communication tools in marketing, such as using YouTube to distribute commercials, instead of having TV spots. While Evian offers purity and functional benefits such as health, their communication emphasizes the emotional appeal.

It turned out to be a very interactive lecture due to Mr. Heper´s superb ability to answer all questions in a very entertaining way. Watching Evian´s „Roller Babies“ made the lecture even more varied.