Evian has partnered with musician and producer Pharrell Williams on a limited-edition water range featuring connected packaging that responds to the purchaser’s location, and the weather conditions and time of day.
The water brand has launched two limited-edition bottles in blue and green – one still and one sparkling – in collaboration with Williams and his skincare brand Humanrace. The brand said it marked the first time Evian had produced both iterations in glass form, building upon its 15-year legacy of luxury designer collaborations.
The bottles feature QR codes which, when scanned, link to a “connected experience focused on wellbeing” designed by SharpEnd – which has worked with Madrí, Staropramen, Boots and Yeo Valley – using its Io.tt platform. They carry the slogan ‘This is the Fountain of Youth’, which Evian said was “emblematic of a shared credo between Pharrell and Evian: that true wellbeing starts with water”.
SharpEnd created hints and tips within the QR-code links, which are “designed to encourage users to embrace their inner youth – the ‘live young’ ethos of mental and physical wel-being” said James Greening, SharpEnd’s creative partner.
“We named these tips ‘Droplets of Youth’, and to make them more relevant, the Io.tt system tailors them based on the time, location, and weather of the QR code scan to keep everyone living young throughout the year,” Greening, who is behind the creative development of the connected experience, said.
“So if the user is in a sunny location in the afternoon on a Sunday – it might be to rehydrate and do some yoga outside. But if the user scans on a freezing cold Tuesday evening, the experience might suggest to stretch and unwind with a new playlist. The ultimate aim of the daily tips is to encourage everyone to rediscover that sense of youth within themselves – a series of motivational nudges and playful care-free things to do that day.”
Waitrose is from this month stocking the bottles, priced at £3 for a 75cl bottle.
“Staying hydrated is fundamental,” said Pharrell Williams. “These bottles represent more than just water – they’re a reminder that self-care can be joyful. My collaboration with Evian and Humanrace will hopefully inspire people to embrace the small moments that contribute to our overall wellbeing. The ‘Fountain of Youth’ phrase on the bottle is designed to start conversations at the dinner table and reminds us of the fundamental role water plays in our wellness.”
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