When it was released in 2005, the Evian Water Bra was meant to be a revolutionary piece of wearable technology and fashion statement. The product allowed customers to carry two liters of water on their chest wherever they went, without having to worry about refilling throughout the day.

Unfortunately, despite its innovation and potential marketability, the Evian Water Bra never really took off. This failure can be attributed to a number of factors, including poor brand strategy and implementation.

First, Evian chose to launch the product without any prior testing or market research to understand customer needs and preferences. Without proper data, it was difficult for the company to accurately target their marketing campaigns or make effective decisions about product design.

Second, Evian failed to properly position the Water Bra within their brand identity. Rather than focusing on its practicality, they chose to market it as a fun and fashionable accessory which may have alienated some potential customers who didn’t find it attractive or practical.

Third, Evian did not create any meaningful partnerships or associations to increase the product’s visibility. While they did collaborate with other companies in order to manufacture and distribute the Water Bra, they failed to capitalize on potential PR opportunities or connect with influencers who could have helped spread the word about the product.

Ultimately, Evian’s lack of a cohesive brand strategy doomed the Water Bra from the start. By not properly considering their target market, positioning the product within the context of their brand, or reaching out to potential partners and influencers for support, Evian failed to maximize the potential of their innovative idea. With proper strategy and implementation, things might have been different for Evian’.