Evian Ads Won’t Wash

NEW YORK With all the talk about saving the environment these days, Evian reminds readers, “The most important body of water is your own.” A new campaign for the French bottled water company tagged “Fill with care” uses serine images of fit men and women in front of glowing snow-capped Alps. Yet, even the most balanced yoga pose fails to convince us that this staid strategy will keep Evian top of mind in the crowded water and fitness-drink market.