In 2015 Perrier saw that bottled water was growing rapidly with sparkling water is projected to grow 92% by 2021, with unsweetened flavors driving the bulk of this growth.

In 2016, newer brands like category leader LaCroix were growing at a whopping 67% while Perrier only grew 22% from 2015-2016. The gap confirmed that consumers weren’t drawn to Perrier because they were aware of our flavors. A new generation of premium sparkling-drinker thought of Perrier as premium and unique, but old-fashioned.

We found that our target consumer, the Social Experiencer, is a higher-income, more cosmopolitan cohort of the millennial generation who considers brands like Supreme Refinery 29, and flavored sparkling waters like La Croix2 to be “premium.” It’s not about the price-point or quality; it’s about the experience, and the chance to feel involved and acknowledged, that have elevated these brands in their world.

Perrier partnered with street artist AKACORLEONE to create a whimsical 3D art installation, turning a forgotten building into a colorful spectacle inspired by Perrier’s sparkling flavors.

The art instillation spurred a digital-first campaign and centered on social share and conversation. Perrier captured AKA’s high-impact process on film to distributing on social and digital channels.

Perrier’s PR campaign kicked off with strategic media outreach leveraging product innovations and new products to drive brand exposure, highlighting key seasonal pulse points throughout the summer and fall.

The Perrier Flavor studio served as the core of the PR Campaign. The venue décor featured the dynamic artwork of AKACorleone. The art-driven space encouraged attendees to find their own “flavor inspiration” through a range of interactive elements connecting the on- and offline experiences. The brand developed a microsite to serve as a digital hub for creative content and introduced the hashtag #PerrierFlavors to amplify the campaign.

1. The campaign drove Flavors growth beyond brand-wide growth rate (22%), nearly doubling our goal with a 41% sales lift for the Flavors line during run of the campaign.

2. We improved beyond expectation in awareness from 3 points total in 2016 to +9.7 points in aided awareness, and +6.4 points online ad awareness by Q3 in 2017 clearly grabbing attention with consumers,1 and adding brand value.

3. The campaign strongly drove engagement and solidified Perrier as one of the leaders in category SOV showing cultural impact. Lift in SOV also revealed Social Experiencers were buying us to define themselves as extraordinary and creative among their peers.

• Positive sentiment was sustained at 10% lift throughout peak campaign months

• Volume of conversation about the brand increased nearly 400% during peak campaign

months.

• Moved from 4th place to 2nd place in SOV on social, only behind category leader LaCroix.