When Evian arrived in US, its price point was the challenge. American mass brands, Poland Spring, Arrowhead and Zephyrhills were roughly a dollar / liter. Evian cost twice as much. It was necessary to invent a reason to believe the water was superior. The Alps, Evian’s source, became the focus.

Evian’s sales increased 400% annually (not a typo) in the first few years of running this advertising. It also created a badge for the brand, and most importantly, a new category: luxury bottled water.