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,...