Does Viral Pay?

Last year, those Evian roller babies skated their way into the pages of the Guinness World Records as the most-viewed online advertisement in history, with what the company now claims is more than 100 million views.

But one achievement it did not pull off? A boost in U.S. sales. Evian lost market share as sales dropped 28 percent in each of the first two quarters, although it reduced those declines to 26 percent in the third quarter and 19 percent in the fourth, according to Beverage Digest.

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