So gorgeous. So off trend. It makes me want to cry a little.

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I meant to share this with you last year. I found it while I was in Florida in October 2009. But I was on the road and, for one reason or another, this blog post dropped down my list. Until today, when I saw the new results from the HealthFocus Global Shopper Trends Survey… and everything clicked into place.

First watch this video – which in itself is a beautiful thing…

So gorgeous, huh?

And doubtless (at 17,000+ views on YouTube) good PR and associated ‘brand cool’ for Evian.

But these days doesn’t bottled water just leave you feeling a little hollow inside? For sure, in some places, bottled water is a smart

Paul Smith limited edition evian - on display in Whole Foods Market, Florida
Paul Smith limited edition evian - on display in Whole Foods Market, Florida

choice for health reasons, but when we shop it for vanity, what is the real cost?

What do Consumers want?

Over the past 7 years the HealthFocus Global Shopper Survey has tracked consumers’ intention to increase their use of bottled water. From 2003 to 2008 in the UK about 32-34% of consumers claimed to be increasing their consumption. But the new survey in 2010 suggest this figure has nearly halved with just 19% increasing consumption.

Half Full or Half Empty?

On the other hand, when we look at those looking to reduce or stop their consumption of bottled water, we see the numbers rising from 3% in the heady, hedonistic, ‘pre-greening’ days of 2005 to 14% in 2010.

For all of us design fanatics.
For all of us design fanatics.

“All Publicity is Good Publicity?”

It’s famously been said that all publicity is good publicity, but my point with this post is to ask Marketers and PR Teams to question the trends and changing consumer opinion behind their campaigns.

As Tom Peters says, “great design tops the list in the I-know-it-when-I-see-it category”. And I’m a huge fan of great design. So this particular product is, frankly, stunning. And, at the end of the day, this was a limited edition. But whenever I look at it something leaves me a little empty. What if the design energy had been directed more towards a more sustainable solution rather than a splashy, surface win?

And Your Next Initiative?

Find out what consumers think about your category and your next initiative with the 24 country HealthFocus International global shopper survey. For more information contact