Water Works

Brandweek, August 21, 2000 by Jennifer Owens

"We expect very good results from the banners because of their placement and because of their creative," she says. "But I can't project too much because this is the first time we've done this."

Going forward, Waggaman says Evian will continue to build up its army of unique Gen Yers to follow Reycs and Datach'i into the L'original spotlight. "Part of the spirit of the brand is [that it's] unique, special creative, different," he says. "So we'll probably end up rotating in a bunch of younger people that fit that criteria." Because, he says, "if you're a 16-or 15-year-old girl out there and you see a 16-year-old skateboarder from Hawaii talking about her experiences and her life, it's relevant. And to me, that's the key."