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, new and fashion alternatives appeared like mushrooms in a forest, with new sodas, new premium waters such as Fiji or Vitaminwater, as sexy as Perrier to order at a cafe terrace.

Tough situation. Tough issues to address. But the Perrier’s business was the highest and the most profitable when the brand was unexpected and daring in communication; when it was the most courageous.