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
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
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.