Nestlé Waters International:Perrier - Melting

Perrier's 'Melting' campaign used TV, cinema, outdoor and online to target 25 to 45-year-olds' sensitivity to culture and "art de vivre".

Nestle Waters International: Perrier - Melting

In 1983, Warhol created a silkscreen print of Perrier, still exhibited at the MOMA in New York. This is not anecdotal. The brand was iconic, daring, magnetic. With a unique bottle, taste and positioning in people minds. Not really a mineral water, not really a soda.

From 2000 to 2009, Perrier lost part of its magnetism. The brand was discrete and new and fashion alternative sodas or waters appeared like mushrooms in a forest.

Tough issues to address. But Perrier's business was most profitable when its communication was unexpected and daring - ultimately when...

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