Chosen by Perrier Marketing Team as Campaign Winner 2017
Perrier's concern was that their current brand image was outdated when compared to competitors, who were popular amongst female "social gurus". After through research, we discovered that Perrier had two huge advantages they could leverage against their competitors. The First, Perrier drinkers are male skewed. Men make up the majority of sparkling water category and Perrier's competitors are focused targeting women. The Second, sparkling water (and Perrier) drinkers think of themselves as creative art-lovers. Perrier has a long history in the art space.
The Conclusion? A campaign in which Perrier modernizes the definition of art by uniting creative young men and helping them "Let Your Art Out." The campaign includes public art installations, micro-influencer meetups, and facilitating an online community.
Pitch Book
Responsible for both the book design and the research presented within.