Delivering a brand refresh to reach a younger crowd for Perrier
Relaunch the Perrier masterbrand alongside the introduction of two new flavours. Raise awareness of Perrier’s convivial brand personality.
Identifying a contradiction in the audiences behaviour – cleanliving play-hards, drinking jaeger bombs one night and chanting at bikram the next – Stir created a campaign that played to both interest. The Perrier ‘Pique-Nique’ was created, an immersive event serving up extraordinary eccentricities from Perrier mock & cocktails, picnic hampers by the Meringue Girls and performances by Wanderlust.
The event was supported with a multifaceted BTL comms plan, sending influencers their very own Perrier Pique-Nique hampers, sampling at key locations for our audience and a product placement campaign to ensure the new product appear on page.
35+ media (including Stylist, Vogue, BuzzFeed) and influencers attended (LDN Diaries, Liberty London Girl…) joining 350 paying members of the public.
30 pieces of Perrier product placement coverage and 10 pieces of listings press – including Fabulous, The Evening Standard, Food & Travel .
11 sampling partners, from bars to spas (Boom Cycle to WeWork).