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was in need of reinvigoration to enable it to extend its appeal to a younger demographic who viewed the brand as outdated and irrelevant.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’.
Unite joy and stimulation to reflect the convivial nature of the brand.
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.