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Perrier immortalizes Kanye West’s strange SNL costume with Snapchat filter

Perrier launches Snapchat lens for Halloween

French water brand Perrier has paid homage to Kanye West dressing up as one its bottles by allowing Snapchat users to virtually do the same for Halloween.

Ye, the artist formerly known as Kanye West, Pablo and/or Yeezy, performed wearing a Perrier costume on the 44th season premiere of SNL in late September. The constricting clothing choice raised eyebrows, particularly as no-one could decipher what it all meant.

One month later, Perrier’s social team has consecrated the performance via the power of a Snapchat filter. Looking to capture the 18-24-year-old market, the brand has developed an AR lens that turns users into a green bottle, just like Ye.

Snapchatters can then record a clip of themselves awkwardly bobbing and send to their friends.

Perrier is marketing the activation as an alternative to finding the perfect Halloween costume. The concept was devised by French production agency Makemepulse.

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