Perrier invites consumers to ‘feel the flavor’ in new global campaign
Carbonated mineral water Perrier has unveiled a new global effort — an energized campaign suggesting that its flavored waters imbue extra zest and delight into everyday life.
Perrier today debuted a new global campaign designed to spotlight the refreshing taste of its flavored sparkling waters. The iconic French brand has rolled out ‘Feel the Flavor,’ a multichannel effort that, per a statement from the company, “invites consumers to embrace what makes their life most vibrant.”
In the campaign’s high-energy hero film, directed by Anita Fontaine and brought to life with help from production company Gang Films, a woman sporting a lime-colored blouse and bright green eye makeup cracks open a can of Lime-flavored Perrier sparkling water. Upon taking a sip, she’s met not only by the flavor, but by a full sensory experience — “like a million lime kisses,” per the voiceover. The spot evokes the sense that sipping Perrier’s flavored beverages is a bright, refreshing and immersive experience. The brand's Lime, Peach, Pineapple, Pink Grapefruit and Strawberry flavors are spotlighted in the campaign.
"We’re thrilled to unveil our new global campaign 'Feel the Flavor,'" says Thomas Conquet, marketing director at Nestlé Premium Waters. “It embodies the uplifting sensation of exploring Perrier’s boldly refreshing flavors, and we hope it inspires fans to seek out the unique experiences that uplift their life.”
With the launch of ‘Feel the Flavor,’ the brand is also kicking off a new partnership program, inviting creators who “defy expectations and bring thrill to our lives” to get involved. The program details have yet to be fully disclosed.
The new campaign will run across digital, social and commerce channels in the US, Canada, China and more. It will also include a handful of experiential activations in major markets including New York City, Los Angeles, Miami, Chicago and Houston. ‘Feel the Flavor’ is slated to run through 2023.
The push may help the brand maintain momentum after a strong year for Nestlé’s portfolio of brands. In its 2021 fiscal year results, made public in February, Nestlé reported a year-on-year 7.5% lift in organic revenue. The company’s water brands saw “high single-digit growth,” which Nestlé attributed to growing interest in premium brands and the post-pandemic rebound of out-of-home marketing channels.