Perrier jettisons ’eau’ to target youth

Perrier is attempting to rid itself of its yuppie image with a pounds 1 million press campaign by Ogilvy & Mather.

Perrier is attempting to rid itself of its yuppie image with a

pounds 1 million press campaign by Ogilvy & Mather.



The ’eau’ campaign is to be dropped for more youth-oriented,

party-spirited images of famous 20th-century icons appearing to sip the

fizzy water.



In one execution, a man wearing a T-shirt - emblazoned with Einstein

sticking his tongue out - is pouring a glass of Perrier. The angle is

such that Einstein appears to be lapping at the Perrier.



In another, the back of a T-shirt has a picture of Uncle Sam with the

famous ’I want you’ war recruitment slogan. The ’you’ is blocked by a

can of Perrier, clutched by a bikini-clad woman, giving the impression

that Uncle Sam wants Perrier.



The advertising, which will break on 2 December, aims to position

Perrier as a fun drink that will fit in with the millennium party

season.



Nikita Droin, managing director of Perrier Vittel UK, said: ’Perrier is

an icon in its own right.



There is a moment in the life of all famous brands when a change in the

style of communication is needed. That moment, when we are on the brink

of a new century, has arrived for Perrier.’



The campaign idea originated in O&M Paris, but the two UK executions

were developed in the network’s London office.



Client of the week, p16.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).