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200 years of Evian. An iconic anniversary, but above all a business challenge: turning a brand celebration into a true growth driver, both at point of sale and out of home.
Commerce has become omnichannel and continuous: every interaction influences the purchase decision. The goal was not to communicate the anniversary, but to activate it within the real shopper journey. Connecting image, activation and conversion within a single commerce system.
1826 - 2026. Two centuries during which Evian has never stopped proving that a great brand doesn't age — it reinvents itself, while staying true to its essence. The Mountain of Youth is more than a brand territory: it is a promise kept generation after generation. Celebrating this heritage doesn't mean looking back — it means activating everything it makes possible, from the windows of La Grande Épicerie de Paris to the heart of local retail.
What if Evian's 200 years could be experienced at every moment?
That is the ambition of this system: turning an anniversary into a lived experience, from the shelf to the screen. At point of sale (Metro, Relay, petrol station networks), 10 m² spaces immerse consumers in the brand's universe. Online, a major cross-channel game extends the magic, with an all-inclusive stay at the 5★ Evian Resort Royal Hotel as the grand prize. In Paris, three spectacular window displays reimagine the Mountain of Youth as a living tableau.
An ecosystem where each step naturally leads to the next, and every experience leads to conversion.
A historic anniversary, firmly grounded in the present: turning every experience into a measurable growth lever.
From in-store activations that amplify brand awareness, to a digital game that directly connects engagement and sell-out, every activation was designed to perform — not just to impress.
This is the conviction that guides VML's commerce approach: creativity is not an end in itself. It is a performance driver — when connected to the right place, at the right time.
