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 it was the most courageous.
Courage in communication was key to bring the brand back to profitable growth. Courage to focus on physical refreshment when all sodas leverage emotional refreshment. Courage also in a creation that reinvents more radically its historical promise of refreshment, making it a sexy, contemporary brand.