Perrier Pique-Nique.

Engaging the healthy hedonists

Objective: Reframe consumer perceptions and modernise a brand image.

The Perrier masterbrand was in need of reinvigoration to enable it to extend its appeal to a younger demographic who viewed the brand as outdated and irrelevant.

Insight:The target audience’s behaviour represents a contradiction in terms; drinking jaegerbombs one night and chanting at bikram the next. We called this the ‘clean-living play-hards’.

Stirring emotion:

Unite joy and stimulation to reflect the convivial nature of the brand.

Solution:

We gave the brand relevance and curated an experience that appealed to both sides of our audience’s lifestyles. The sweet spot… Enter: Perrier ‘Pique-Nique’, an immersive event serving up extraordinary eccentricities – from Perrier mock & cocktails, picnic hampers by the Meringue Girls and performances by Wanderlust.

Output

35+

Media in attendance.

Outtake

76%

Of Tier A media placement, with 30 pieces secured and a further 10 pieces of listings press, including Fabulous, Evening Standard and Food & Travel.

Outcome

11

Sampling partners secured, from bars to spas (such as Boom Cycle to WeWork).