Agency: Leo Burnett | Author: 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...