Evian’s babies are recycling; Amazon becomes most valued brand; Paul Rudd stars for Pepsi

Evian’s babies flip it for good

Evian and Paris agency BETC have just released the latest in its long-running “Live Young” creative platform, but this time even the babies have been instilled with a more purposeful message about recycling.

“We’ve been using babies for more than a decade as a metaphor of youth and today we wanted to give the babies a voice,” said Evian’s global brand VP Patricia Oliva in a release. “Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”

Evian said it’s the first time “Live Young” has been tied to its commitment to make all of its bottles from 100% recycled plastic by 2025. The spot ends with a clear reference to its social-based “Flip it for good” campaign, which asks people to recycle their plastic bottles. The ad includes a hip-hop rendition of The Jungle Book‘s “The Bare Necessities” from rapper Jay Prince, who will release a full-length version.

Amazon now most valuable brand in the world
Amazon is now the most valuable brand in the world, just ahead of Apple and Google, according to Kantar’s just released global BrandZ list. The ranking combines market data from Bloomberg with consumer opinion and insights to assign brands a monetary value. Amazon’s value reached $315.5 billion, up 52% from 2018. Kantar attributes the growth to “smart acquisitions” leading to new revenue, strong customer service and product diversity. Last year, Google topped the list followed by Apple and Amazon.

“Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions,” said Doreen Wang, Kantar’s global head of BrandZ. “The boundaries are blurring as technology fluency allows brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touch-points. Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth.”

Pepsi Max blasts off without Paul Rudd

Today’s really, really big budget ad of the day is a new Pepsi spot starring Paul Rudd and Michael Pena, directed by Taika Waititi. The ad, “No Can Left Behind,” introduces a playful spin on the “For the Love of it” tagline introduced earlier this year.

“‘For the Love of it’ is our rallying cry, proudly saying to go all in for the things you love—from passions and interests like football and music, to unabashedly enjoying one of life’s favourite treats, Pepsi,” said Roberto Rios, senior vice-president, marketing, global beverage group, with PepsiCo. In this ad, Rudd and Pena—who co-starred in Ant Man—play astronauts whose passion for PepsiMax undermines their trip to space.

“The way Taika works, and is also the way myself and Michael have worked in the Marvel films, is that we kind of stick with this template and play around with a few things,” Rudd told Yahoo about his experience shooting the ad. “Taika really encourages it.

“It seems as if when we were filming it, myself and Michael were even more of a pair of bumbling buffoons than when we had first read.” The ad is by AMV BBDO.

David Brown