In the book 'Odyssey' the sailers are enticed and drowned by the mermaids. One could say that this underlying history is the symbol that entices the consumer into buying a product that cannot be all that different from another similar product. It is also something that can be reached at any kitchen tap anyway; it's all water.
The colour and specific shade of blue suggest a calm and peaceful tranquility. This colour also suggesta clear and clean purity that is fresh and invigorating. Who is it targetting? I think that it targets the health conscious woman , she is a pretty mermaid with clear and healthy skin, flowing blond hair; her belly button adds to the anatomy of the human form just as the tail depicts her mermaid nature.
Note that the water is very still, there is no rush, no waves, no other, marine life (an octopus's entangled tenticles or a squids black ink could suggest a more chaotic feeling if it were depicted). Perhaps this is to suggest that Evian specialises in still mineral water as opposed to carbonated water.
She is in water, she is selling water, it's all about water. My only criticism would be that she is in sea water, and we wouldn't want to drink that!
The word 'L'original' depicts the french origin of Evian water, the french alps and purity of stream water, the fact that the air is clear up high in the mountains. The French are also renowned for a more exotic and stylish cultural taste. The term 'original' in itself suggests a historical aspect to Evian, suggesting why it could perhaps be better than other water.
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