Evian's share of the bottled-water market has declined over the past decade, and the company plans to fight back with a new bottle design and campaign. The redesigned bottle, Evian's first since 1999, will favor straight lines and a logo sticker that highlights its French Alps source, and ads will run in lifestyle magazines through October. "For consumers today, authenticity and source are reasons why one would develop an affinity for the brand. We tell that story now," said Eric O'Toole, president of Evian importer Danone Waters North America.

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