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How do you make a small brand become legendary and desired in three months? Well, you create positive associations, tell an interesting story about its intriguing French origins, and thus distance it from mainstream competitors? While providing national coverage with only a tiny budget? You just need to find a completely relevant TV story into which you integrate the brand!   And we did it… 2010 was the year of France in Russia   More than 50% of the Evian target is highly interested in tourism and travelling   A weekly TV programme  Tour De France was aired on the leading Russian TV channel! Everything worked for Evian:   -          Two TV hosts are A-class celebrities  -           Travelling in search of the special spirit of France -           Beautiful pictures and interesting stories told by charismatic people   The Agency negotiated tailoring the script to ensure the smooth and natural integration of Evian into the content…. The product comes from the spa town of Evian-le-Bains – a favourite of politicians, monarchs, and Hollywood stars Taken from the purest virgin springs in the French Alps Served at the most prestigious locations – but also good for routine daily drinking …   The results:   -           Excellent business performance: consumers up 42%, loyalists up 27%   -           One third the price of equivalent TV advertising!