Water brand evian recently tapped beloved singer Dua Lipa for its latest campaign, titled 'Drink True.' The ad features Dua Lipa, who was named Evian’s global ambassador in July, singing a capella to show the "power of letting your true self shine."
According to a statement by the brand, "a champion of the young-at-heart, Dua empowers those who have new ideas and authentic energy that will challenge the status quo and regenerate the world; moving culture forward with their passion and consciousness." The Drink True campaign comes as evian makes strides towards its goal of making all of its bottles from recycled plastic by 2025.
By leveraging the singer, the brand is appealing to Gen Z consumers who not only look up to the singer but stand by the message of authenticity.
Image Credit: Evian