When it comes to marketing, cute babies and adorable pets usually pull at customer’s heartstrings. The latest marketing success is Evian’s dancing babies commercial, which debuted on YouTube five days ago. As of April 25, the TV commercial has already been viewed close to 33 million times.
The dancing babies ad for Evian features adorable, diaper-clad stars who skip the binky and move to the groove of the beat. The ad is a follow-up to the 2009 Evian commercial that featured roller skating babies, which was viewed more than 65 million times. Evian also produced a water babies ad in 2010.
Marketing executives, like Eric Douay from D-Tour Marketing, praise the dancing babies commercial for its tried and true, yet highly effective marketing approach. So, what’s the tie in between babies and mineral water? Evian executive Laurent Houel told “Ad Week,” “The love affair of the brand with babies started in France in 1935, when Evian was first recommended as a perfect water for babies (thanks to its mineral composition). So, fundamentally, there is a true link. It is not a marketing trick.”
According to Pixability.com, video has now become the number one marketing tool for businesses. YouTube delivers a huge audience of 154 million monthly viewers and is the only video platform available on all devices: PC/Mac, phones, tablets, game consoles and connected TVs.
The newest Evian commercial proves that good clean fun and undeniable cuteness can cut through media clutter to sell merchandise. The tiny tots are the stars. The setting is a city street and adults dance along with their individual babies. Ad expert Nicole LaPorte from “Fast Company Magazine” says, “The babies make the ad more appealing to a younger demo.”
The director of the dancing babies commercial says, “This type of commercial is about happiness and the future because babies are simply cute.” Yes, they are indeed. Job well done, Evian. Marketers, take note.