Download - 2011 Perrier Big Idea
How a Creative Big idea helped Perrier recharge its
iconic status
Perrier is much more than a brand
Perrier inspired Andy Warhol
Perrier is part of French culture
One can hesitate between the refreshment of a Perrier or a Coca-Light at the terrace of a café on a beautiful sunny afternoon.
Perrier doesn't compete just with other waters
One can hesitate between the style and refreshment of Perrier or the style of a vodka-lemon in a night-club.
Perrier competes on both refreshment and style
Perrier is a cultural icon
Film Lions Grand Prix 2000
Perrier 1970’sIconic Ad
How to recharge a brand’s iconic stature
The Creative Big Idea
“the ultimate refreshment when things turn hot”
Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
Making MSN’s homepage melt for the first time Holistic View
Big Ideas
Deliver Promise
Attract and reward
Receptivity
Consumer Advocates
The campaign drove unprecedented brand results
Advertising pre-test on finished film (IPSOS) Index
Melting TV
Copy Effectiveness
Impact
Visibility
Branding
Persuasion
212
170
152
146
125
Brand tracking (source: consumer research)
Q2 2009 %
Change vs. Q2 2008
Very refreshing drink
Dynamic , innovative
Modern and trendy
A humorous brand
Commercials that I like
59
47
41
43
47
+6
+4
+6
+5
+4
Advertising festivals loved it too
Silver Lion for the print campaign
Silver Award for the Tv campaignGold Award for the print campaignGold Award for the Outdoor campaign
Gold Award for the Tv campaignGold Award for the print campaign
Grand Cristal Poster EuropeCristal Poster Food and Drinks EuropeCristal TV Production – Best Soundtrack & Best Special Effects
Big Idea driving growth
Perrier market share – 2008 -2010
Source: IRI volume share of 100% sparkling water in France
Allowing Perrier to recharge its iconic legacy