Paul Smith's bottled water for Evian

On a visit to the lovely Selfridges at the Bullring in Birmingham recently, I spotted this. A 'limited edition' bottle of Evian water. Not any old water, but a £5 bottle of water by world renowned Nottingham fashion designer Paul Smith. So I bought one. Yep, I bought a regular bottle of Evian water for nearly £5. Am I mad? Probably. It's been said before. Would I have bought it if it didn't say Paul Smith on it? Nope. Funny that.

Odd that Paul Smith, maker of top UK fashion, would have it's brand adorned on a bottle of French water. Or is it? It's actually very clever, for both companies. Both are actually crossing into areas that you wouldn't necessarily associate with their brand. They're dipping their toes into another market with the aim of selling to a new or different target market. It could be that they want to branch into a new cultural market, a geographical market, or younger market. What they're doing is appealing to a new audience. Using a recognisable brand gives weight and kudos particularly with a 'cool' or designer brand.

Linking brands is nothing new. Car makers have been doing it successfully for years. (Reebok Rav 4 anyone?..), right up to the present day with the Fiat '500byDiesel'. It's all about association, being as close to the brand as possible and all that it represents. I guess it all boils down to aspiration and what we want other people to think of us. And being a sucker for pretty branding and packaging.

I'll just keep the bottle and gaze at it lovingly on the shelf until, inevitably, it evaporates...

Scott Johnson, Creative Director of Nottingham design agency Liv Design.