To create a global best practice B2B and consumer strategy with assets to launch the new evian Sparkling water in a crowded market. The campaign concept had to appeal to the B2B segment to drive evian brand penetration in restaurants, and subsequently consumer traffic and purchase. The strategy and toolkit also needed to be adaptable across markets/cultures, and highlight the new product as part of a Danone trio, alongside evian Still and Ferrarelle water.


Based on global post-pandemic F&B industry insights and consumer sentiments, Upcycle created a global strategy and launch campaign called SPARKLE ON. Inspired by a sense of purpose in keeping the ‘sparkle’ of passion of innovation alive through strategic chef partnerships that inspire ‘moments of effervescence,’ the 360 campaign plan provided markets with essential guidelines and materials to utilize, including:
B2B and communications campaign strategy framework.
Global template and assets including press release, waitstaff training materials, KOL guidelines and key visual photography.
The campaign ideas were adopted as best practice examples in additional markets.

The agency was subsequently asked to execute the strategy in Singapore.

60 media and KOLs attended the launch