Building cultural relevance in the U.S. has been a priority for evian, especially in the last year. Netflix’s Fyre Festival documentary was one of the most talked-about pop culture moments of 2019, and the breakout star of the film was loveable event planner Andy King, whose willingness to “take one for the team” in order to bring evian to thirsty festival-goers turned him into an internet sensation overnight. With the one-year anniversary of Netflix’s Fyre Festival documentary coming up in January, the team saw the opportunity to join the cultural conversation and build proximity with the brand’s target consumer.
Mere weeks before the anniversary, the PR team swiftly devised a plan to release a special bottle in Andy’s honor with an all-new slogan: “So Good You’d Do Anything For It.” Working directly with Andy on the concept, the team developed the plan, designed the new logos, and began producing the bottles — all within a week. Andy announced the bottle on his Instagram the day before the anniversary, in conjunction with an exclusive with People Magazine, and 10 lucky followers who commented on his post won one of the custom bottles.
Within hours of the drop, the evian x Andy King bottle went viral — generating nearly half a billion media impressions and more than 330 million on social. The news was picked up in outlets across categories, including entertainment (People, E! News, OK Magazine), consumer lifestyle (Mashable, PAPER, Complex), LGBTQ+ (OUT, Queerty, Attitude), and more. The swell of press and social buzz was nearly 100% positive in tone, and lauded the stunt as “genius marketing,” “one of the best PR stunts ever,” and “a match made in marketing heaven.”
“This how you do creative marking that doesn't suck. We feel comfortable crowning Andy the new "King of hydration."”