Nestlé Waters: Perrier - Melting

This pan European (Greece, France and Belgium) campaign tapped into Perrier's old "magnetism": in 1983, Warhol created a silkscreen print of Perrier, still exhibited at MOMA in New-York.

Nestle Waters: Perrier - Melting

Ogilvy France

SUMMARY

PEOPLE DON’T DRINK ONLY THE PERRIER WATER, THEY ALSO DRINK THE BRAND.

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, cutting-edge, magnetic. With a very unique bottle. A very unique taste. And a very unique positioning in people minds. Not really a mineral water, not really a soda.

From 2000 to 2009, Perrier has lost part of its magnetism. The brand was discrete for years, especially in its creative expression. In the 5 last years,...

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