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Is That Right? Evian Water "Supports Your Body's Youth"

I love Evian water's new on-line ad:

Love it? Yes. Understand it? Not quite.

Evian reportedly chose to feature skating, break-dancing babies for its new Live Young campaign to represent purity, health and youth, attributes long used to promote the brand. The ad follows (by 11 years) another Evian ad featuring babies; that time they were swimming.

Like the earlier one, the new video starts with the invitation "Let's observe the effects of Evian on the body." Then the babies bust a few moves before this appears on the screen: "Naturally pure and mineral-balanced water supports your body's youth."


I know our bodies need plenty of water (though not necessarily the 8 daily glasses that are commonly recommended; while that guideline may suit many people, the amount each person needs is governed by such factors as age, activity level and how much water we get from the food we eat.) to flush toxins from our organs, regulate our temperature and deliver nutrients to our cells, among other functions.

But I don't understand how water "supports your body's youth." It sounds as though the copy writer wanted to claim that drinking water forestalls aging but knew he couldn't get away with it. (In any case, it seems to me those babies' bodies are actually acting OLDER than they really are. But since none of the babies is shown drinking water, I guess we can't attribute that to Evian.) Or does the tag-line mean that water helps keep your body looking and acting young?

In any case, numerous sources have pointed out that bottled water is no better for you than tap water. And Congress is currently contemplating measures that would make bottled-water companies divulge more information about the purity and processing of their products, just as providers of municipal tap water are required to do.

The Environmental Working Group, a nonprofit watchdog organization that keeps an eye on such matters as potentially dangerous additives to cosmetics, just released a report that grades bottled waters on the amount of information about their sources and treatments that's made available to the public. Evian earns a C for not revealing enough about its purification methods or reporting on water quality and treatments.

I don't know that that interferes with Evian's capacity to support my body's youth. But for now, at least, I'm going to stick with my kitchen faucet as a water source. It's cheaper and kinder to the environment -- and just as likely as Evian to be a fountain of youth.

Of course, there are times when a bottle of water comes in handy, so I won't swear off Evian and the like altogether. How about you? Do you find you're more inclined to drink plenty of water when you buy it in bottles? Or do you do fine with H2O from the tap?

By Jennifer LaRue Huget  |  July 17, 2009; 7:00 AM ET
Categories:  Is That Right?  
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Dear Jennifer,

I am not sure where and why the grade "C" has been attributed to evian.

The reality is that Evian does reveal information regarding it's unique source. If you visit for the US, and click on contact us, you will notice that evian publishes a comprehensive Water Quality report. In addition, on ALL evian bottles, you will notice that the source is clearly labeled.

It is quite unfortunate and misleading when individuals equate evian to processed waters, whether from the tap or bottled. Evian is a "natural" mineral water, coming from one source and with a "natural" mineral composition that essentially is a gift of nature... no additives nor does it have chemical treatment of any kind. Sounds "marketingish"... but it is a fact! Again, evian reveals clearly its water quality, transparently and openly.


Posted by: eliopacheco | July 17, 2009 8:02 AM | Report abuse

This is a classic example of cooling your advertising by promoting to a young, hip base.

Unfortunately, this ploy is quite the hoax, a clever stratagem used just to lure people away from their reasonable faith in the tap and toward a new, unnecessary dependence on bottled water (which comes largely from city municipal systems).

I don't buy these ruses - either literally or figuratively.

Think Outside the Bottle.

Posted by: press2 | July 17, 2009 10:28 AM | Report abuse

While this video is no doubt adorable, it obscures a basic and crucial truth buried within the whole tap water vs. bottled water debate: tap water delivers the same health benefits as bottled water--at a fraction of the cost.

Don't be fooled by superior claims of "purity" either--municipal water systems are required by law to test their water as often as 300 times a month--a standard that the bottled water industry is simply not held to.

Food & Water Watch:

Posted by: FWWatch | July 17, 2009 12:30 PM | Report abuse

I don't doubt tap water is perfectly pure and perfectly healthy to drink. However, tap water doesn't taste good and bottled water does. I could care less if Aquafina is tap water that's been filtered -- that's the whole bloody reason I drink it, because it's been filtered and tastes better. I guess it's just trendy now to jump all over bottled water so everyone is jumping onto that bandwagon. Fine, drink your crappy-tasting tap water but I'll continue enjoying my delish bottled water, thank you.

Posted by: 7900rmc | July 17, 2009 3:37 PM | Report abuse

I just looked up the The Environmental Working Group grading of evian as a "C" and it appears, much to my astonishment, that they graded evian "C" because it is NOT processed or treated. The very feature that makes evian so special! Incredible!

Posted by: eliopacheco | July 17, 2009 4:04 PM | Report abuse

I wanted to check "Toilet water" in the survey, but it wasn't there.

Posted by: RightWinger1 | July 22, 2009 2:02 PM | Report abuse

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