PiNG! Connecting with Your Consumer - Flipbook - Page 114
PiNG!
CHAPTER 4
INNOVATION THROUGH EQUITY EXTENSION—EVIAN AFFINITY
is one of many high-level benefits.
Extend Your Equity Purity
Evian has existed for decades. It has a very strong equity
Beyond the Obvious
as pure and sophisticated bottled water. The visual on the
package has always been of the French Alps, which not
only is a water source but also evokes a sense of purity.
Evian is most popular in Europe and especially in France,
where the brand has been extended into other categories,
including skin care. Evian’s Affinity skin care line innovates
by extending the equity to a distant category and capitalizing on the brand’s recognized essence of purity. The
PiNG point is that Evian’s skin care line embodies the same
qualities of purity, suppleness and moisture as the bottled
water line. The equity of Evian water works well with the
experiences that consumers desire in skin care; namely,
purity and moisture.
WHAT IS YOUR BRAND’S TRUE
BENEFIT? HAVE YOU PUSHED THE
BOUNDARIES TO LEVERAGE IT?
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