The best-selling imported spring water in Canada is readying a print and outdoor campaign to emphasize its market position and its new packaging.

Catherine Delteil, Toronto-based marketing director for Great Brands of Europe, says Evian’s new bottle will set the French spring water apart from the competition in the premium spring water category, and signal Evian’s commitment to the environment.

The new bottle, sculpted with an impression of the French Alps on it, can be flattened to take up little space in recycling boxes.

Delteil says Evian has 51% of the Canadian market, adding its principal competition comes from regional brands.

Ontario is Evian’s top provincial market.

The ad campaign, from DDB Needham in Toronto, breaks in April.

Magazine advertising begins that month and runs to September in such titles as Maclean’s, Toronto Life and Chatelaine.

Delteil says the outdoor segment of the campaign begins in May in major markets across the country and also runs until September.