Wimbledon 2025. 31 degrees. Packed Centre Court.
And the official hydration partner… ran out of water bottles.
Evian’s big eco moment – sleek reusable bottles, stylish refill stations, planet-friendly vibes – turned sweaty and sour when the refill scheme couldn’t meet demand during the hottest tournament on record.
The twist?
Those same bottles are now selling for up to £300 online, with punters flipping them on eBay as unofficial memorabilia. One even linked to Jack Draper fetched nearly £188. What started as a branding triumph quickly turned into a scarcity story the market hijacked.
And behind it all?
Some brutal – and brilliant – lessons in PR, customer experience, and marketing strategy under pressure. I’m sharing one of them here 👇 The rest? That’s for subscribers only.
💡 Scarcity Can Be Gold… If You’re the One Controlling It
When Evian ran out of bottles, they accidentally created perceived exclusivity. The market stepped in, supply dried up, and demand exploded – but they weren’t in control of it.
Lesson: If you don’t own the scarcity narrative, someone else will – and they’ll profit instead of you.
🔒 Want the full breakdown?
Inside the subscriber version:
- The one thing Evian should have said publicly (and how small brands can copy it).
- How to turn crisis moments into campaign gold.
- A simple framework to make your freebie, merch, or event flip-proof – in the right way.
📩 Subscribe now to unlock it:
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