Evian Brand-Builds by Linking Between Purity and Bare Skin
We're not really sure what purity has to do with wearing your underpants in the Alps, but apparently there's a connection.
Evian is proof that all good marketers own a thesaurus. Note connections between purity and innocence (free-wheeling nakedness); note connections between balance and the the meditation posture. If it helps sell water...
We love ourselves some naked. And if bare flesh says something about luxury drinking water, then by all means, bare all.