Clich here - Nestle Waters

True to form, Perrier is riding the crest of the wave.
The brand has been making its mark on Facebook
- the world’s most extensive social network - by
sharing information, recipes for Perrier cocktails and
vintage Perrier advertisements. This is also the place
where fans can go to keep up with the whereabouts of
celebrity icon, Dita von Teese.
But that’s not all. In the summer of 2011 - in pure,
provocative Perrier style - a worldwide digital
experience was launched which pushed back the
boundaries of social media innovation. Le Club
Perrier was a fully interactive video - a virtual party
(n’eau less!) - launched on You Tube. The more
views the video got, the hotter the party became.
It was steamy stuff!
Le Club Perrier was the first campaign ever
launched by Perrier simultaneously all over
the world. Viewers were drawn to the You
Tube videos via short TV trailers launched in
Perrier’s leading markets - the US, Canada
and France.
Le Club Perrier proved it was “the” place to
be, extending the brand’s appeal to younger
consumers and consolidating Perrier’s image as
innovative, cool, trendy and unique. The buzz spread
like wildfire: Perrier’s Facebook page encouraged
viewers to share the videos (six in total), to show
the nightclub growing every more crowded and
crazy as the number of viewers rocketed; masthead
advertising on the You Tube homepage increased
visibility to millions of You Tube fans; Le Club Perrier
also played an interactive ad on iPhone, reaching
millions of mobile phone users.
When the party was finally over, 11 million viewers had
watched the video and it had dramatically increased
the number of fans of Perrier’s Facebook page. A
triumph of teamwork between Perrier’s three biggest
markets, Le Club Perrier had made an important step
in creating new brand business models where internet
communities have a key part to play.
25
pERRIER -
perrier and Roland Garros -
a magical match
With traditional media channels reaching saturation
point, Perrier’s ongoing partnership with the Roland
Garros French Open tennis tournament is a genuine
asset. Every summer, this Grand Slam event in Paris
hits the spotlight on the world’s sporting stage, and for
the past 35 years, Perrier has sponsored this glorious
fortnight where talent and chic meet in style.
Roland Garros has become part of the brand’s very
essence, providing exceptional media visibility.
With 450,000 spectators, coverage by 100
television networks, 6,000 hours of programming
and a further three billion potential viewers in
180 countries, this is a match made in heaven.
The Perrier brand is present in all the on-court
player rest areas, throughout the stadium, and
even on the shuttles carrying visitors to and
from nearby metro stations. The tournament
also provides opportunities for new packaging
and sales promotions, a privileged place
to invite VIP guests, and the impetus to
push volumes in wider French marketplace
campaigns.
From such a solid base, Perrier has created
opportunities for other Nestlé brands to make their
mark at the event. When the sponsorship contract
was renewed in 2010, other Nestlé Group brands were
able to benefit from Perrier’s privileged position and
long-standing relationship.
At the same time, Perrier lent its name as official
partner of the Legends Trophy - an increasingly
popular event at the Grand Slam tournament since
its launch in 1998. Cheered on by 20,000 spectators,
former champions and top players focus on the game
- not the match - drawing on emotion, creativity, talent
and fun! Perrier values – each and every one.
Say n’eau more!