TURNING PERRIER
INTO A CULTURAL ICON
INTO A CULTURAL ICON
Global Brand Platform,
Campaign Concept, Art Direction
Campaign Concept, Art Direction
CHALLENGE
Perrier was a well-known sparkling water, but it had no cultural point of view and lacked a coherent global brand voice. In a category racing to the bottom on price, the brand needed a reason to matter globally, beyond the sparkling.
PERSPECTIVE
The French terrasse is one of the last great stages of everyday culture, where style, conversation, and people-watching collide. Perrier has always been there. It just hadn't claimed the seat.
SOLUTION
A global brand platform that positions Perrier as one of the regulars of the French terrasse. And an integrated campaign that celebrates the icons, the moments, and the quiet elegance that live there.
IMPACT
Shifted Perrier from product advertising to cultural storytelling. Ranked second among France's Best New Campaigns on launch and awarded by the French Ad Palmarès. The platform's cultural direction continues to define the brand today.
