Campaign:

Mix a Better Life

Talia Tucker Sally Kaleigh Olivia

Table of Contents
01 Logo -------------------------------------- 1
02 Pre-Campaign --------------------------- 3
Primary Research
Secondary Research
Creative Brief
03 Print ------------------------------------- 22
Headline/Taglines
Thumbnails
3 print ads
3 print ads mock-ups
Rationale
04 Television ------------------------------- 34
TV script
Storyboard
Key frame with rationale
05 Social Media --------------------------- 42
Social media #1 mock-ups
Rationale
Social media #2 mock-ups
Rationale
06 Out of Home ---------------------------- 48
Thumbnails
OOH ads
OOH mock-up
Rationale
07 Guerilla --------------------------------- 54
Guerrilla marketing mock- up
Rationale
08 Branded Product Placement ---------- 58
BPP script with notations
Rationale
09 References ----------------------------- 64
 Our Logo
Our Logo
Settled between the Shenandoah National
Park to the east and George Washington
National Forest to the west, Harrisonburg
Virginia is known for its agricultural roots. In
the Shenandoah Valley, there are numerous
industries that center around agriculture,
land development, and farming. The Valley
Ad Agency logo was designed to represent
the heart of those industries. The high walls of
the “V” act as the mountains that border the
valley. The river dividing the two is a homage
to the great Shenandoah river that runs
through much of the state. The sun cresting
over a silhouette of Massanutten peak pays
tribute to another popular destination in the
valley. Staying within a more natural color
palette of blues and greens we chose to
update the colors to give the brand a more
modern feel. While there is a rich history and
traditions in the valley, there is also tremendous
growth. We wanted the more modern tones of
the colors to represent the new industries and
businesses that are opening their doors here.
The Valley Ad Agency logo is built to represent
the past in an updated fashion.
Pre-Campaign
Pre-C

Secondary Research
Primary Research
Creative Brief
n
Campaign
Secondary Re
Brand/Company Name: Perrier (est. 1863)

Where is Perrier Sold?

Mass Distribution: Stores: Office Depot
Sold in 140 countries Walmart
Amazon Fresh
(Perrier, 2020) Staples
Sam's Club
BJ’s
(Perrier, 2020)
Cost of Perrier
Perrier Carbonated Mineral Water - 24-pack: $13.48
Perrier Flavored Sparkling Water - 18-cans: $24.99
Perrier Flavored Sparkling Water - 24-bottles: $25.33
(Bottled Prices, 2020)

Main Competitors & Their Cost

La Croix 12-pack: $5.49-$5.99 (45 cents per can)
24-pack: $8.99 (33 cents per can)
(Mettler, 2019)

Sparkling Ice per-bottle: $1.00

(Walmart, 2020)

Bubly 8-count: $2.98

(Walmart, 2020)

Pre-Campaign | 05
esearch
hs Weak
t nes
eng

ses
Str

Strong brand identity, has been

around since 1863 (Beginning, 2017)
feel alienating to customers. (Whitman,
Global marketplace: Sold in over 140
countries worldwide (Perrier Facebook, n.d.)
Perrier marketing is described as “au-
dacious and avant-garde”. They
benefit from using artistic influences
on their advertising.
(Perrier Facebook, n.d.)
Often regarded as an “classy”
and “sophisticated” drink. This can
2018)
Higher PH acidity of 5.5. This in
combination with the added citrus
flavors makes it more harmful for
tooth enamel than other sparkling
waters. (Khazan, 2016)

Additional and more

custom Twitter content. Perrier Sparkling water marking is
twitter is largely a second Face- becoming more saturated. Over
book page. They do not use the the past 5 years sales of all sparkling
platform to engage directly with their waters have doubled in the US
(Harwell, 2019)
customers. This could give the brand a
much more authentic side. (Perrier Twitter, n.d.)
Increasing studies show that sparkling
water isn’t as healthy as people think it
continuing efforts to increase “auda-
is. (Khazan, 2016)
O pp

cious and avant-garde” advertising

campaigns. (Perrier Facebook, n.d.)

tu n
or

itie s e a t s
Thr
Pre-Campaign | 06
Pre-Campaign | 07

Perrier is prevalent
How does your and stands out very
product compare in well on the shelf
terms of shelf space depending on
where it is selling.
with the competition? The green bottle
is very easy to
distinguish from
other brands.
However, Perrier
does not usually
offer more than
two or three flavors
Grocery Store outside of the
Shelf Position standard
(Stuntz, Personal Observation 2020)
Perrier Sparkling
Water. Many
other sparkling
water brands from
what we have seen
Gas Station seem to stand out
Shelf Position
(Stuntz, Personal Observation 2020)
more on the shelf
simply because
they have more
flavors and various
beverage
products.

Secondary Re
 Pre-Campaign | 08

Who buys the products and why?

(Numerator, 2020)

- Perrier is popular in the 25-34 age group

- Commonly purchased by individuals who make over $125k
annually

- Purchased at Club stores, individuals can stock up on items

What is the main feature that differentiates your

product from competition?

The Perrier brand was established in 1863, in the country

of France. The long period of time that the company has
been around gives the brand an authentic feel since
the product has been produced and sold for over a
century. With the brand origin being France, consumers
can assume the product is not only good enough to
thrive in its country of origin, but has been successfully
exported to countries all around the world. This shows
that Perrier has an international appeal that goes
beyond different countries and cultures. This long-
lasting international appeal is the main feature that
differentiates Perrier from its competitors.
(Mascha, n.d.)

esearch
Secondary Re
What are your personal impressions of the
strengths and weeknesses of the product?

Strengths: Well-known, loyal fanbase, bottle design makes it stand out

Weaknesses: The price of Perrier is more expensive compared to other
Talia sparkling water brands, and they don’t seem to be expanding their target
market (Davis, 2020).

Strengths: Despite the brand being around for a long time, it has a very young
feeling and tone to their advertisements
Sally Weaknesses: Can often be associated with wealthier people and lifestyles and
this can be isolating for some customers who feel like they don't fit into that
category (Lyle, 2020).

Strengths: Things like waters/soda have a cult following of extremely loyal

customers, and Perrier has done a great job of both keeping their current
customers, as well getting new ones.
Kaleigh Weaknesses: Compared to other sparkling water brands, I feel like Perrier lacks
diversity in their flavors. They have the same few flavors and do not seem to
be coming out with any new ones. This may cause sales to go down as the
competition comes out with new flavors constantly (Mullins, 2020).

Strengths: Prominent branding, a lot of history behind the product and it has
remained a relevant competitor in the sparkling water business.
Tucker Weaknesses: There are many new products entering into this domain and
perrier will need to keep making Perrier better and bigger if they want to stay
up in sales etc. Need more flavors if more products are going to get on the
shelves for Perrier (Stuntz, 2020).

Strengths: International appeal, Well-known brand so the name is already

known by most individuals, the brand has been around for over a century
giving customer’s the idea that it can be trusted since it has lasted so long.
Olivia Weaknesses: Competitors have a very youthful brand image with colorful
packaging that attracts the younger generation, while the Perrier brand
continues to be green. Consistency with the brand allows it to remain easily
identifiable, however it’s also easy to forget about. Perrier also does not have
many new flavors and seems to be afraid to change/ experiment with new
product possibilities (Rhodes, 2020).

Pre-Campaign | 09
esearch
Current Product Advertisement

Perrier is currently advertising today across most standard mediums.

For decades, Perrier has used the character and concept of “The
Perrier Girl” for most of their visual advertisements, even rebranding
this ad campaign into “The NEW Perrier Girl”. In this particular
advertisement from 2019, “The Perrier Girl” is portrayed as the
famous Mona Lisa in which people are marveling over the original
painting. When the gallery closes, the Mona Lisa or “Perrier Girl”
sneaks out of the painting in order to grab the last perrier bottle
that she sees. She then drinks the Perrier and sets off on a journey
through the streets showcasing Perrier, art, music, and various other
elements of the arts.
(So Sexy. So PERRIER, n.d.)

Current Advertisement Snapshot:

Figure 5

Pre-Campaign | 10
Primary Rese
14 questions
Survey Stats | 112 Responses

Question 1: What is your age?

Question 2: What is your gender?

Pre-Campaign | 11
earch
Question 3: Do you drink sparkling water?

What are your thoughts on

Question 4: sparkling water?

Question 1: What is your typical beverage

of choice day-to-day?

Pre-Campaign | 12
Primary Rese
Question 6: How often do you drink something
besides water?

Question 7: What is your reason for choosing your

favorite beverage?

Pre-Campaign | 13
earch
Question 8: Do you notice a difference between
sparkling water brands?

How often do you purchase sparkling

Question 9: water at the store?

Have you tried Perrier sparkling

Question 10: water before?

Pre-Campaign | 14
Primary Rese
Question 11: What is the best sparkling water
brand? (top 3 answers)

1. La Croix 2. Perrier 3. Bubly

Question 12:
If Perrier sparkling water was a celebrity, which celebrity do
you think it’d be? (top 3 answers)

1. Blake Lively

2. Gwyneth Paltrow
3. George Clooney/ Jennifer Aniston
Question 13: Why do you like sparkling water?

Most of the participants stated that they enjoyed sparkling

water because it was similar to water but had a little
extra element that they liked. Some examples were: adds
personality, flavor, makes it interesting, and more refreshing.
Many people said they liked it the most because it was a
healthier alternative to soda and they could treat themselves
without feeling guilty about the extra sugar.

Pre-Campaign | 15
earch Provide a brief description of your
Question 13: lifestyle

Overall the majority of responses briefly describing the participants

lifestyle were centered around student life. This is in line with the
age demographic that was previously shown in the survey. Most
participants described themselves as fairly active and healthy.
Many people expressed goals and aspirations to be more healthy.
They are busy much of the time and have a casual style.

Interviews
Interview 1: David
David is a 50-year-old, business executive living in Northern Virginia
(Leesburg). He works from home, but does a lot of traveling for
work before COVID-19. Pre-COVID, he would be gone for at least
half the week traveling to other sites within his company. He is a
big fan of sparkling water, and will often get a bottle of it during his
travels. He is very brand loyal and will get a plastic bottle of Perrier
at the train station/airport. He drinks Perrier every day at home, as
well. He wishes, however, that glass or more sustainable options of
Perrier/Sparkling water was more available.

Pre-Campaign | 16
Primary Rese
Interview 2: Ashley
Ashley is a 21-year-old college senior majoring in marketing. She
enjoys spending time at home watching The Office or spending
time with her boyfriend. Recently, she has been making the switch
from drinking soda to drinking sparkling water, since it is a healthier
alternative. She has never tried Perrier before because she tends
to stick to generic sparkling water brands because they are
cheaper. She can tell the difference between the various brands
due to the level of carbonation in each one. She still drinks sodas
and juices from time to time but when she does buy sparkling
water, she enjoys the flavored ones.

Interview 3: Brittany
Brittany is a 23-year-old college graduate currently working multiple
jobs. She lives in Amissville, Virginia on an angus farm. Brittany is
extremely active, and goes to the gym around 5-6 times a week.
She works on her farm, works at Outback as delivery driver, and
runs various errands. Brittany spends most of her time driving, both
for her job and to get to town since she lives in a rural area. Brittany
is a fan of alcoholic sparkling water, which has recently been the
reason she decided to try non-alcoholic sparkling water. Brittany
has heard of the Perrier brand before, from the hit film Talladega
Nights. The movie represented the brand in a snobbish European
way, and she assumed the product and brand to probably be
similar in real life. After trying Perrier, she thought that Perrier had
a very sharp taste, and preferred La Croix sparkling water. She
concluded that the Talladega Nights representation of Perrier
matched the taste.

Pre-Campaign | 17
earch
Interview 4: Samantha
Samantha is 21-years-old and lives in Wilmington, North Carolina.
She is a full-time student studying business economics and spends
large amounts of time studying or at work. For her work, she is a
personal assistant and nanny for a single upper-class mother in the
Wilmington area. The woman she works for keeps Perrier sparkling
water in the refrigerator most of the time and it is often on the
grocery list for Samantha to shop for when she is running errands.
She rarely buys sparkling water at her own house. Sometimes when
she travels, she will buy at an airport to drink and carry around.
Samantha enjoys the sparkling water but prefers iced coffee over
anything else. She wishes sparkling waters had more flavor to
them. She views the brand as a classy version of water. It seems
unnecessary much of the time, but she feels fancier picking up a
sparkling water over a regular one.

Interview 5: Ben
Ben is a 21-year-old college student who has just entered into his
senior year. Ben lives a healthy, active lifestyle and is always looking
for alternative ways to hydrate. He has become very interested
in cycling over the past year and has always been looking for
something to drink after working out that isn’t just plain water. Ben
is an avid sparkling water drinker, and has tried many different
brands to find out which ones he likes the best. Ben does not drink
sparkling water all of the time, but enjoys it as an alternative and
switch-up from water. He has tried Perrier, and enjoys the lime
flavor of the sparkling water very much. He does note that Perrier is
more expensive than other brands, but is willing to purchase Perrier
because of his enjoyment with the brand and his favorite flavor.

Pre-Campaign | 18
Creative Brief Company: Nestle
Brand: Perrier
Product Category: Food & Beverage

Target Persona: Amy

Amy has a packed work schedule
but still manages to find time to work
out daily. On weekends, she can
be found at a variety of local bars,
and restaurants hanging out with her
friends.

Demographic: 25 years old/Female/College Graduate/Single

Geographics: Lives in Seattle, Washington, but she was born in Fresno, California.
She moved to Washington to attend college at the University of Washington.

Psychographics: Amy enjoys going out with friends and they prefer drinking
beer, but she is not a fan of beer.
Activities: Social outings, spends a lot of time on social media, artistic pursuits,
and Postmates food.
Interests: Health, yoga, art, music, fast fashion.
Opinions: Sparkling water is healthier than soda.

Behavioral: Buys single bottles from stores to test out different brands.

VALs - Experiencer:
○ Go against the current mainstream
○ Are up to date on the latest fashions
○ Are first in and out of trend adoption
○ Values friendships
○ Spontaneous

Pre-Campaign | 19
Mindset
Current: Amy currently thinks the brand is sophisticated, elite, and classy.
Desired: We want Amy to know that Perrier is accessible to everyday people. They
can elevate their lifestyles by using it to enhance their mixed drinks.

Competitors
La Croix: Amy thinks it is too mainstream amongst her peers and doesn’t want to
jump into the already-established trend.
Sparkling Ice: Amy dislikes the taste of Sparkling Ice because it contains too much
carbonation compared to other sparkling water brands.
Bubly: Amy is hesitant to try Bubly since it is a Pepsi product, and Pepsi products
are associated with being unhealthy and sugary beverages.

Message objective
Induce anxiety to change behavior: We’re going to create the “fear of missing out” to
seek more social experiences with Perrier.
Transform consumption experiences: We’re going to show consumers how Perrier can
be spiced up and incorporated into various mixed drinks.
Give the brand a social meaning: We’re going to use pop culture in the ad to show
how trendy the product is to appeal to our target audience.

Creative Strategy Concept

Perrier Sparkling water will elevate the flavor of your mixed drinks.

Evidence
○ Perrier’s website features a wide variety of cocktails and mocktails for all different
times of the day including the afternoon, before dinner drinks, and evening
cocktails. All these various drinks feature Perrier Sparkling water
○ Very recently, we have seen an increase in sparkling water being used as a
mixer for alcohol. With the rise of hard carbonated seltzers and cocktails, the
utilization of sparkling water has also increased in popularity with tons of
new products and beverages.

Creative Execution Tone

Showing Perrier sparkling water being used at ○ Bright
bars, social gatherings, and mixed-drink recipes ○ Sophisticated
that can be made with Perrier. ○ Playful

Pre-Campaign | 20
Print
Headline/Taglines
Thumbnails
3 print ads
3 print ads mock-ups
Rationale
Headlines T
1. Mix it up, live it up
2. Mix in success
3. Pairs with excess
4. Pairs with success
5. Perrier and more
6. Perrier but mixed
7. Perrier but more
8. Cheers to more
9. Mix in more
10. Mix more, think less
11. Bubble it up
12. Carbonate it up
13. Let the good times bubble
14. Sparkle, Fizzle, Bubble it up with Perrier
15. Add some drops of sparkle
16. Add some sparkle to your drink
17. Add more sparkle to your night
18. Another one?
19. What do they all have in common

20. What do we have in common?

21. Spirits with some sparkle
22. Sparkle up your spirit
23. Don’t miss the spark
24. Life is better mixed
25. Success isn’t singular, mix it up
26. Success isn’t singular, mix in some bubbles
27. Take a break with bubbles
28. Don’t go out alone- Mix in something new
29. Upgrade your Cocktails
30. Find your mix

31. Find your inner mixologist

Print | 23
Taglines
1. Live life in excess
2. Let life bubble
3. Top shelf mixer
4. Perrier for more
5. Perrier for excess
8. Life with some sparkle
7. Taste the sparks
8. Mix in the sparks

9. Perrier: Mix a Better Life

10. Sparkle more
11. Sparkle more with Perrier
12. Sparks fly with Perrier
13. Your bubbly companion
14. Bubbly with some sparkle
15. Drink the sparkle
16. Top shelf Sparkles
17. Top Shelf Water
18. Living Top Shelf
19. Top shelf bubbles
20. Another one?
21. Mix in the bubbles
22. Mix in more
23. Mix in success
24. Mix in flavor
25. Elevate your mix
26. Mix in the sparkles
27. Every element matters
28. Mix in more with Perrier
29. Perrier: Mix in more
30. Perrier: Elevate your mixer
31. Mix More with Perrier
32. Perrier but mixed

Print | 24
Print
Thumbnails

Print | 25
Print | 26
Mock-Ups


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Mix a Better Life

Print | 27
Print | 28
Mock-Ups

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Mix a Better Life

Print | 29
 Print Ad #1

Print Ad #2

Print Ad #3

Print | 30
Print
Rationale
The goal of these print ads is to maintain the tone of playful yet sophisticated.
The playfulness is achieved through the font choice, which is a calligraphy
script font. However, the sophistication is reached through the subject matter,
but also the choice of font for “The Perfect.” These two different choices
juxtapose each other, which is why they achieve juxtaposing tones. All color
choices are made based on the color of the drink in the advertisement. They
are spot colored right off the drinks. However, the “Perrier” logo remains green
throughout, as that is the exact color of the Perrier branding. They are also all
bright and colorful, which is another tonal word we worked towards in the ads.
Our target market is also female, so sticking with more “girly” design choices
(like calligraphy and bright colors) was important. The advertisements also
balance the words with the photograph. It was our goal to have the cocktail
be large enough to grab a viewer’s attention but small enough that it does not
overpower the words.

As for the actual theme of the ad, we chose to go for an alcohol heavy
campaign. This is because sparkling waters are often used as mixers. Also,
Perrier is known for its elevated status due to its larger price tag. Because of
these two things, we wanted to market Perrier as a way to elevate a mixed
drink, as even the mixer matters to make the perfect drink. This is where we
landed on “The Perfect ____,” as we wanted to highlight this perfection that
is brought through using Perrier. Also, by making it a recipe, we hoped that
it would blend into our choice magazine, Cosmopolitan, and seem like an
article. Also, recipes are travelable unlike most traditional ads, which is one of
the things that appealed to us. For the actual beverage choices, we wanted
to choose easily recognizable drinks, as well as exotic ones. The recognizable
drink is exemplified through the choice of “Mojito,” whereas the “Honey
Lavender Peach” is the exotic one. The last one, “A Perrier Spritz” is a signature
drink, which means it will only be found on the Perrier website.

Print | 33
Print | 34
Television
TV script
Storyboard
Key frame with rationale
Television
Script

Television | 37
Television | 38
Television
Storyboard R

Television | 39
Rationale
For our television commercial, we decided to showcase Perrier Mixed Drinks made
by different bartenders. We wanted to encourage young bar goers to “Find your
inner mixologist” and not only consume these beverages while out on the town,
but make them at home as well. We wanted to make it look simple, as in simply
adding Perrier sparkling water to your favorite liquors and spirits. The ad shows
bartenders making all kinds of mixed drinks with our brand. We decided to do
this in order to create synergy throughout our campaign and reach out to our
target audience clearly. The ad is meant to be inspirational and informative, and
subsequent TV ads would showcase other drinks or potentially even people in our
target audience making the drinks themselves which would portray consumers
unlocking their inner mixologist.

Key Frame Our key frame is the

final shot in which
we encourage
consumers to
finally find their
inner mixologist.
This shot intends to
inspire creativity
within the mind of
the consumer. It is
where our punchline
is placed and the
sun sets over a
group of friends
enjoying each
other’s company
while drinking Perrier
mixed drinks.

Television | 40
Social Med
Social media #1 mock-ups
Rationale
Social media #2 mock-ups
Rationale
dia
Social Media
TikTok

Mock-ups

Social Media | 43
Rationale
Our group decided to use TikTok as our
popular social media platform to reach
our target audience. With the platform
being one of the fastest-growing apps with
over 500 million users, its big user-base makes it
more ideal to advertise a product on it. Content
on TikTok ranges from funny videos, tutorials,
conversational videos, and challenges.

For our advertisement, we decided to partner

with a popular content creator, Ashley Hupp
“@TheParadise.Bartender,” whose content is
centered on drink tutorials. Through this partnership
with Perrier, she will do a tutorial by creating
mixed drinks with Perrier’s Sparkling Water. By using
the hashtag #FindYourInnerMixologist, it inspires
other users to create videos where they attempt
to make the drinks at home using Perrier, and
also potentially becoming their own mixologist
and creating their own drinks from scratch. We
decided to make multiple partnership videos to
show the variety of drinks that can be made with
Perrier.

In the third advertisement, it shows the hashtag

page of #FindYourInnerMixologist, where users
can see all the videos from others using the
hashtag and what type of drinks they created. We
wanted to create a fun hashtag that encourages
our target audience to try something new and
learn new drink recipes that they can use at their
next social event.

Social Media | 44
 Our group decided to use TikTok as our popular
Our group chose to use Bumble as our up and
coming social media platform to advertise on.
Bumble is the second most popular dating app
in the US with an estimated 100 million users.
Bumble is a location based app that facilitates
conversation for people to meet and create
relationships. We wanted to advertise on
bumble in order to urge people to go out with
other users on the app and have a great time
with some Perrier mixed drinks.

For our three advertisements, we show

connections that have been made on the app
with phrases urging users to get to know their
connections better with Perrier. The headline
phrases were all carefully created in order for
users to be inspired to get the conversation
going with their connections. We want our
target audience to feel inspired to meet new
people and enjoy their lives’ to the fullest, hence
the tagline “Mix A Better Life”. We decided to
show different types of Bumbles users, such as
Bumble Date users, Bumble Business users, and
others so that our advertisements will reach all
different kinds of users. Our thinking was that
these advertisements would make people feel
comfortable enough to break the ice and meet
up with connections for drinks etc.

Rationale

Social Media | 45
Social Media
Bumble
Mock-ups

Social Media | 46
Out of Hom
Thumbnails
OOH ads
OOH mock-up
Rationale
me
Out of Home
Thumbnails

OOH | 49
OOH | 50
OutMock-up
of Home

R
OOH | 51
 The goal of these print ads is to maintain the tone of playful yet
sophisticated. The playfulness is achieved through the font choice, which
is a calligraphy script font. However, the sophistication is reached through
the subject matter, but also the choice of font for “The Perfect.” These
two different choices juxtapose each other, which is why they achieve
juxtaposing tones. All color choices are made based on the color of
the drink in the advertisement. They are spot colored right off the drinks.
However, the “Perrier” logo remains green throughout, as that is the exact
color of the Perrier branding. They are also all bright and colorful, which
is another tonal word we worked towards in the ads. Our target market is
also female, so sticking with more “girly” design choices (like calligraphy
and bright colors) was important. The advertisements also balance the
words with the photograph. It was our goal to have the cocktail be large
enough to grab a viewer’s attention but small enough that it does not
overpower the words.

As for the actual theme of the ad, we chose to go for an alcohol heavy
campaign. This is because sparkling waters are often used as mixers. Also,
Perrier is known for its elevated status due to its larger price tag. Because of
these two things, we wanted to market Perrier as a way to elevate a mixed
drink, as even the mixer matters to make the perfect drink. This is where we
landed on “The Perfect ____,” as we wanted to highlight this perfection
that is brought through using Perrier. Also, by making it a recipe, we hoped
that it would blend into our choice magazine, Cosmopolitan, and seem
like an article. Also, recipes are travelable unlike most traditional ads,
which is one of the things that appealed to us. For the actual beverage
choices, we wanted to choose easily recognizable drinks, as well as exotic
ones. The recognizable drink is exemplified through the choice of “Mojito,”
whereas the “Honey Lavender Peach” is the exotic one. The last one, “A
Perrier Spritz” is a signature drink, which means it will only be found on the
Perrier website.

Rationale
OOH | 52
Guerilla
Guerrilla marketing mock- up
Rationale
Guerilla
Mock-up

Guerilla | 55
 The goal of these print ads is to maintain the tone of playful yet
sophisticated. The playfulness is achieved through the font choice,
which is a calligraphy script font. However, the sophistication is
reached through the subject matter, but also the choice of font for
“The Perfect.” These two different choices juxtapose each other,
which is why they achieve juxtaposing tones. All color choices are
made based on the color of the drink in the advertisement. They are
spot colored right off the drinks. However, the “Perrier” logo remains
green throughout, as that is the exact color of the Perrier branding.
They are also all bright and colorful, which is another tonal word we
worked towards in the ads. Our target market is also female, so sticking
with more “girly” design choices (like calligraphy and bright colors)
was important. The advertisements also balance the words with the
photograph. It was our goal to have the cocktail be large enough to
grab a viewer’s attention but small enough that it does not overpower
the words.

As for the actual theme of the ad, we chose to go for an alcohol

heavy campaign. This is because sparkling waters are often used as
mixers. Also, Perrier is known for its elevated status due to its larger
price tag. Because of these two things, we wanted to market Perrier
as a way to elevate a mixed drink, as even the mixer matters to make
the perfect drink. This is where we landed on “The Perfect ____,” as
we wanted to highlight this perfection that is brought through using
Perrier. Also, by making it a recipe, we hoped that it would blend into
our choice magazine, Cosmopolitan, and seem like an article. Also,
recipes are travelable unlike most traditional ads, which is one of the
things that appealed to us. For the actual beverage choices, we
wanted to choose easily recognizable drinks, as well as exotic ones.
The recognizable drink is exemplified through the choice of “Mojito,”
whereas the “Honey Lavender Peach” is the exotic one. The last one,
“A Perrier Spritz” is a signature drink, which means it will only be found

Rationale Guerilla | 56
Branded P
Placement
BPP script with notations
Rationale
Product
t
BPP
Script
Show: Selling Sunset
Episode Title: Bad News Travels Fast
Season: 3
Episode: 5
Time: 16:20- 16:40

BPP | 59
Mock-ups

BPP | 60
BPP
Rationale
Our target market is the exact demographics of “Selling Sunset,” which
is why we chose it as our Branded Product Placement. Selling Sunset is a
reality TV show about young, rich, career-oriented women in a big city.
This is exactly the type of content that our target market would consume.
Furthermore, Perrier’s brand image is very similar to that of the women
in “Selling Sunset.” They have elevated status in society and seek to only
use the best. This is why these women using Perrier as their mixer would
be perfect for the brand image and selling of the product. Also, the real
estate agents of the show are exactly what our target is aiming to be. She
lives in a big city and is extremely career-oriented, but is also dead set on
an active social life. This is why we chose to have Perrier placed at a work
party, as it seemed like the best of both worlds. They would be partaking
in a party atmosphere, but still showing off their commitment to their jobs,
something our target would admire. This party can be seen in Season 3,
Episode 5 (Bad News Travels Fast). We chose this work party in particular,
as it is a charity event, which we believed fit with the Perrier brand identity.
They are too sophisticated to be attached to some of the “raging” parties
that happen during “Selling Sunset,” but the charity event is exactly how
we wanted to aline Perrier with.

BPP | 61
References
s
 Pre-Campaign
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Photographer Photographer

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Photographer Photographer

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 Televison
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15FPanskaMalinska_Patricie. (Creative Commons, 2019). “Mixing Ice Drink”. On
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from https://stock.adobe.com/search/audio?k=383266419

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Retrieved from https://www.netflix.com/

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References | 72