How a Creative Big idea helped Perrier recharge its iconic status

Perrier is much more than a brand

Perrier inspired Andy Warhol

Perrier is part of French culture

Perrier doesn't compete just with other waters

One can hesitate between the refreshment of a Perrier or a CocaLight at the terrace of a caf on a beautiful sunny afternoon.

Perrier competes on both refreshment and style

One can hesitate between the style and refreshment of Perrier or the style of a vodka-lemon in a night-club.

Perrier is a cultural icon

Film Lions Grand Prix 2000

Perrier 1970s Iconic Ad

How to recharge a brands iconic stature

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

The Creative Big Idea the ultimate refreshment when things turn hot

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

Making MSNs homepage melt for the first time

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

And the MSN messenger window

Holistic View Big Ideas Deliver Promise Attract and reward Receptivity Consumer Advocates

The campaign drove unprecedented brand results

Advertising pre-test on finished film (IPSOS) Index Copy Effectiveness Impact Visibility Branding Persuasion Brand tracking (source: consumer research) Very refreshing drink Dynamic , innovative Modern and trendy A humorous brand Commercials that I like Q2 2009 % 59 47 41 43 47

Melting TV 212 170 152 146 125 Change vs. Q2 2008 +6 +4 +6 +5 +4

Advertising festivals loved it too

Silver Lion for the print campaign

Silver Award for the Tv campaign Gold Award for the print campaign Gold Award for the Outdoor campaign

Gold Award for the Tv campaign Gold Award for the print campaign

Grand Cristal Poster Europe Cristal Poster Food and Drinks Europe Cristal TV Production Best Soundtrack & Best Special Effects

Big Idea driving growth Perrier market share 2008 -2010

Source: IRI volume share of 100% sparkling water in France

Allowing Perrier to recharge its iconic legacy