Perrier picks Publicis UK to plot omnichannel charge

Perrier has picked Publicis UK’s shopper marketing agency Vivid Brand to mastermind its retail marketing efforts, becoming the latest Nestle brand at the agency group.

Vivid Brand landed the account following a three-way pitch against undisclosed agencies earlier this month.

The drinks brand has tasked the agency with developing a global omnichannel strategy as well as a campaign that will span key markets such as the UK, the US, France and China.

Guy Wieynk,chief executive of Publicis UK & Western Europe, said: “Perrier is a world renowned brand with a unique personality, we’re very excited about the win. Vivid Brand’s scope of work will include the advancement of Perrier’s ability to win at the point of purchase on a global footprint."

Bottled water brands have ridden the cocktail and gin wave in recent years, with the likes of Perrier dialing up their affinity to nightlife, culture and art in recent campaigns to boost brand recall in what is arguably a low-interest market.

Publicis UK works with Buxton, Nescafe. Ferraro Rocher, Purina, SMA and Maggi through its Publicis London business. In 2014, Publicis Groupe picked up the Nestle media business, with Vivaki media holding company assuming responsibilities for the business.

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