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

One can hesitate between the refreshment of a Perrier or a Coca-Light at the terrace of a café on a beautiful sunny afternoon.

Perrier doesn't compete just with other waters

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

Perrier competes on both refreshment and style

Perrier is a cultural icon

Film Lions Grand Prix 2000

Perrier 1970’sIconic Ad

How to recharge a brand’s iconic stature

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

Holistic View

Big Ideas

Deliver Promise

Attract and reward

Receptivity

Consumer Advocates

Making MSN’s homepage melt for the first time 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

Melting TV

Copy Effectiveness

Impact

Visibility

Branding

Persuasion

212

170

152

146

125

Brand tracking (source: consumer research)

Q2 2009 %

Change vs. Q2 2008

Very refreshing drink

Dynamic , innovative

Modern and trendy

A humorous brand

Commercials that I like

59

47

41

43

47

+6

+4

+6

+5

+4

Advertising festivals loved it too

Silver Lion for the print campaign

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

Gold Award for the Tv campaignGold Award for the print campaign

Grand Cristal Poster EuropeCristal Poster Food and Drinks EuropeCristal 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