The Story of Eau - The Key to Perrier's Success

Rosie Wilson

Describes the achievement of advertising for Perrier between 1978 (the first TV execution) and 1985, both in establishing the market and creating increased brand equity.
Agency: Leo BurnettAuthor: Rosie Wilson

The Story of Eau – The Key to Perrier's Success

SUMMARY

In 1974, the Financial Times surveyed the UK mineral water market and concluded that 'cranks and foreigners' were the only customers. Without a doubt, the idea of actually paying for water met with massive resistance. However, since then the total mineral water market (sparkling and still) has grown from around 300,000 cases (3.6m bottles) to 5.5m cases (88m bottles) in 1985 – a compound growth rate of over 30%.

The fact that this has been achieved is undoubtedly attributable to...

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