Evian is giving itself a facelift to keep up with its sleek, young competitors on store shelves.
The water, which is owned by French food and beverage company Danone, is unveiling a new bottle for the first time in 14 years as it looks to reinvigorate its image and win back business in the premium water category.
Instead of the contoured bottle that has long defined the brand, the new look has cleaner lines, reminiscent of the cylinder-like shape of the Smartwater bottle.
Evian's makeover comes at a critical time, given the brand's languishing sales in an industry where looks play such a big role. Its share of the bottled water market has fallen over the past decade as competitors have gained ground.