Evian vs. S.Pellegrino

If you drink EVIAN you could be young better!

You feel better due to consumption of this specific mineral water.

Η τέχνη να ζεις σαν Ιταλός;

Focus on lifestyle.

The idea is share the Italian style with all other consumers. Symbolical!
Taste, Convenience, Energy, Availability & Healthiness are functional bennefits.

One good example we can use is the mineral water business. Mineral water like any other product category can provide consumers with very different benefits: functional, symbolical, experiential, and psychological.

For example, a mineral water which is focused on some specific features of the product can provide a lot of functional benefits.

For example, it can be used for a specific diet, and it can be considered light and/or healthy.

On the other side, there are other mineral waters that provide consumers with other benefits that are more symbolical.

Let me give you an example,

There are two different brands: Evian which is part of the Danone group and San Pellegrino which is part of the Nestlé group. If you look at the ad by Evian...

The ad is very focused on the health aspect. Basically, if you drink Evian you can stay younger forever. This is obviously put as an extreme. It’s very function, I mean you feel better, because your health would be benefit by the consumption of this kind of mineral water.

If you look at the ad by San Pellegrino... The ad is very focused on lifestyle.

The idea is seeing San Pellegrino as one one of the most famous Italian brands. The idea is to “live in Italia,” that is share the Italian lifestyle with all other consumers. It’s much more symbolical. It has nothing to do with function benefits. 

As you see we have two very different classes of benefits: one is the benefits connected to the functional aspects of the products and the service; and the second one is the big area of symbolical and experiential benefits.