• Skip to content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer

Adpulp

The Chronicle of Bright Ideas

  • About
  • Ad People
  • Featured Creative
  • Political Advertising
  • Content
  • Social Media
  • Media Trends
  • Contact

Perrier Tries To Look Less Stuffier

October 17, 2006 By Dan Goldgeier

I don’t recall ever, not once, drinking a Perrier. I haven’t even thought about Perrier in years. But today’s New York Times reports a new ad campaign is trying to change consumers’ perceptions.
perrier.jpg

The humorous campaign, getting under way this week, transforms the name of Perrier, the French sparkling water, into words that end in “-ier.” The reworked brand names, appearing on bottle labels, postcards, stickers, swizzle sticks, umbrellas and coasters, include “Luckier,” “Sassier,” “Crazier,” “Scarier,” “Prettier” and “Riskier.” (There are no audio elements, and thus no confusion over whether to pronounce it “RISK-ee-ur,” or “risk-ee-AY.”)
“We always want to keep the brand fresh and contemporary,” said Bob Davino, vice president for marketing at Perrier’s parent, Nestlé Waters North America in Greenwich, Conn., part of Nestlé.
“The brand is still instantly recognizable through the bottle shape and the way the label looks,” Mr. Davino said, “but we want our younger target who doesn’t have much of a history with the brand to discover it on their terms.”
The soundness of the strategy is endorsed in part by some brand-marketing experts.
“This is extraordinarily daring,” said Robert Passikoff, president at Brand Keys, a brand and customer loyalty research company in New York, “but if there was ever a time to be daring, this is it.”

perri-air.jpg
I think I’ll stick to snorting some Perri-Air.

Related

Comments

comments

Filed Under: Brands

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.

Primary Sidebar

About

The Chronicle of Bright Ideas. Launched by David Burn and Shawn Hartley in 2004. Read, shared, and debated by a rogue group of ad pros ever since.

Breaking News

  • Hot Desert, Cold Brew April 18, 2018
  • Frustrated Fido? Walk It Out With Rover April 14, 2018
  • What Marketers Can Learn from Hootsuite Academy April 12, 2018
  • Minute Maid Questions What Good Is, Decides, “this is GOOD” April 11, 2018
  • Are You Open to the Massive Business Opportunities in EQ? April 10, 2018
  • My Y Story: A Star-Studded Original Content Series by the Y April 8, 2018
  • Tim Horton’s Has The Coffee That Brings Canadians Together April 7, 2018
  • Take the Long Way Home in a Citroën April 7, 2018
  • Lexus Finally Delivers On The Promise of Hyper-Customization April 1, 2018

Get Adpulp in Your Inbox

Receive an email notification when we publish a new article.

Navigate by Topic

Connect

Follow Us on FacebookFollow Us on TwitterFollow Us on YouTubeFollow Us on E-mailFollow Us on RSS

Inkl Up!

Help support Adpulp with financial contributions on a per-post basis. Sign up for @Inkl today.

Footer

Translate

What People Are Reading

  • Hot Desert, Cold Brew
    Hot Desert, Cold Brew
  • Zuck Sweats It Out At, Reveals Facebook's Ultimate Agenda
    Zuck Sweats It Out At, Reveals Facebook's Ultimate Agenda
  • Fried Goodness
    Fried Goodness
  • Frustrated Fido? Walk It Out With Rover
    Frustrated Fido? Walk It Out With Rover
  • Minute Maid Questions What Good Is, Decides, "this is GOOD"
    Minute Maid Questions What Good Is, Decides, "this is GOOD"

Search the Site

Hours & Info

Off Madison
[email protected]
Always on.