Categories: Articles

Evian Water Is Heroin Chic

We have great offices at Twist Image. We’re located in the heart of the most stylish and unique part of Montreal. With that comes the usual slew of problems. It is not uncommon to have drug addicts roaming the back alley that separates our parking lot from the rear-entrance to our building.
Over the years we’ve had tweaking freaks sleeping in our doorway and we’ve seen our share of tiny Ziploc bags with different icons on them, needles and the like.
This morning, as I walked through the doorway I notice an empty syringe package, a small Ziploc and a bottle of Evian water.
Evian. For the discriminating heroin shooter.
I tired imagining what kind of deep branding is associated to Evian when someone chooses that type of water to help them shoot up. Fact is, at the convenience store nearby they have every kind of water… my guess is that Evian is not the cheapest.
It gave a whole new meaning to “heroin chic” for me. Think about it, it’s ok to shoot up in a filthy unenclosed doorway of a back alley, but only if you’re using Evian water to get your fix.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.