Capitalize on the remake aspect of the campaign amongst an audience of journalists and influencers who are familiar with the iconic Perrier ad but have low awareness of Perrier Fines Bulles. Get them to talk about the brand and the ad. All this by also capitalizing on the timely power of remakes and nostalgia trends we see in culture today (Netflix’s ‘Stranger Things’, ‘Super 8’ and Ghostbusters etc.)

We specifically targeted lifestyle and marketing/communication journalists and influencers to relay our message.

To pique their interest and invite them to an event, we commenced by sending a short teaser video to journalists and influencers, showing side-by-side mysterious shots of the original ‘Lion’ film from the 90’s and the Perrier Fines Bulles remake. On the 13th of February during the event, the invitees were shown a world premiere of the commercial and ‘the making of’ film.

To re-inforce the relevancy of the remake approach, we invited Dr. Valérie Sacriste (PhD Sociology) of Descartes University to discuss the remake and the importance of nostalgia in society.

We also ran a study with Kantar TNS verifying the fact that the original ad “The Lion” continues to be one of the most memorable ads ever in France.

Thanks to this “avant première” and the content created around the film, our story was picked up by media even before the film’s first broadcast on TV.

Tier 1 :

- 49,5 million people reached in total through the PR Launch

- The reach and conversation generated was worth 9x the initial investment

- 91 articles & 7 interviews (59 in France, 32 international (USA, Canada, Italy, Belgium, Russia, Poland)

- Extremely positive coverage on National radio and TV station: BFM business, BFM radio et France bleu

- Extremely positive coverage on National newspapers: Le Parisien, les Echos, Stratégies

- Social Network: +6,2 milion people reached, 2 191 Likes, RT & comments

Tier 2 :

- Twice the recognition and likability of the last Perrier commercial. (216 index vs an average of 110)

- An even better recognition and likability than the original when it was aired again in 2013 (216 vs 184)

- Twice the norm, all sectors included, in terms of likability (like it very much)

- Increase of the awareness of Perrier Fines Bulles by 4 points, consideration by 5 points and trial by 4 points

Tier 3 :

- Given that it hasn’t been on air for longer than 3 month, we don’t have reliable business results yet.