2000
Innovative product flows from Evian and PA Consulting Group collaboration
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05 June 2000
A new concept in mineral water packaging - a bottle designed to be the consumer’s ‘companion through the day’ - has been launched by Evian, part of the Danone Group. Pre-launch to the French retail trade, which is excited by the uniqueness of the pack, has tripled demand for the Evian product, due to appear in stores in the UK in June under the name Evian Action, and in France and other key markets worldwide soon after.
The bottle, produced in collaboration with PA Consulting Group in the UK, is the first product in the bottled water market designed primarily with the consumer in mind, unusual in a market where - until now - cost and storage considerations have been key. It has been designed to reflect today’s health trends and lifestyles and to appeal to consumers, especially women, who want to drink a healthy pure product on the move throughout the day. The design is aesthetic and stylish yet practical; it is easy to carry and to drink from, while being an attractive product that will change the way bottled water is marketed to the consumer.
New branding approach, new look
Until now bottled waters have largely looked alike, packaged for ease of production, retail handling, storage and distribution rather than for consumer benefits and style. This new bottle has a sculptured shape, side grip-strips, a ‘spring-back’ shape, a unique ring-carry cap incorporating a drinking spout and is set to become a lifestyle accessory.
An opportunity to innovate
Bottled water consumption has doubled in France over the past 25 years, but leveled since 1995 with new small brands entering the market. The product is designed to stimulate the market, differentiate and strengthen Evian as ‘the’ premium product, and to encourage new consumption opportunities particularly among the lucrative ‘young female’ sector.
Development of the new pack reflects the innovative, international culture at Evian, and its choice of PA for the work - a development partner with packaging creativity and ‘know-how’, worldwide representation and a shared vision about the *value of innovation.
Mr Franck Riboud, Chairman and CEO at the Danone Group, commented:
"The strength of our brands comes from a good balance between management and innovation. Innovation is only possible if people are innovative."
Malcolm Lightbody, Head of FMCG Product and Process Innovation at PA’s Cambridge Technology Centre commented: "Evian recognised a market opportunity and the need for a highly innovative pack, and PA translated it into reality through its understanding of the market, the speed and quality of its design approach, and with assistance in the implementation of volume production."
Mr Alfons Trabal, International Senior Brand Manager at Evian, commented:
"This represents a new generation of packaging for people on the move, and creates opportunities for Evian to reposition not just its brand but the whole idea of bottled water as a health and style statement."
For more information, please contact:
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Mike Paton |
| PA Consulting Group |
| Cambridge Technology Centre Melbourn |
| Royston |
| SG8 6DP |
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| Tel: +44 1763 267613 |
| E-mail: mike.paton@paconsulting.com |
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Notes to editors
- Copy of case study, product photograph, and *PA’s 1999 Survey: Going for Growth – realising the value of innovation available on request from PA.
- Evian is the leading bottled water brand from the French Alps, with 1.4 million litres sold word wide in more than 100 countries.
- PA Consulting Group is a leading management, systems and technology consultancy, with a unique commitment to the integration of these capabilities. Established almost 60 years ago, and operating world-wide from over 30 offices in some 20 countries, PA draws on the knowledge and experience of about 2,700 employees, whose skills span the initial generation of ideas and insights all the way through to detailed implementation, including:
- Strategic management, and managing for shareholder value
- Accelerating business growth, especially through innovation and technology
- Improving business design and performance, including customer relationship management, enterprise-wide systems for the supply chain, and full e-business solutions
- Mobilising human resources
- Delivering change effectively, including projects and programmes.
PA focuses on creating benefits for clients rather than merely proposing them, and this focus is supported by an outstanding implementation track record in every major industry and for governments around the world. PA also develops leading-edge technology both for its clients and within its own portfolio of venture companies in areas ranging from software to wireless technology to life sciences.
PA distinguishes itself from its competitors through the range and quality of its people, its development and use of technology, and also its independence. PA’s work in every area from strategic management to project delivery is enhanced by its expertise in all the other areas. PA’s consultants, whatever their special skills, all share:
- A highly commercial approach to clients’ problems and opportunities
- A technologically sophisticated view of both the industry sectors we serve and the solutions we deliver
- A culture of respect, collaboration and flexibility in working with our clients to achieve their aims.
We are proud that our clients say "PA makes it happen".
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