Perrier Plays on Words, Makes Nights More ‘IER’
Perrier was in need of a serious brand makeover. Sales had been declining for years and the name just wasn’t on the radar for 20- to 30-year-old consumers. And so the IER campaign was born.
Perrier played on the “IER” at the end of its name, turning a sexy night into sexIER, a funny joke into funnIER and a flirty conversation with an attractive stranger into flirtIER. These plays on words were put into action at local hotspots throughout New York City and Los Angeles as Perrier hosted 253 IER nights over a three-month period. The “IER” teams took to the bars armed with various IER premiums including temporary tattoos and t-shirts. The teams also outfitted the bars with great looking branded items ranging from coasters to stir sticks to napkins, all with creative plays on the words crazIER, flirtIER, bubblIER, funnIER, sexIER and riskIER.
The teams were also prepared with an interactive digital photography system. Consumers were photographed and handed a coded access card that drove them to a custom microsite to access their photos, learn more about the brand, answer a few questions about their night out with Perrier and share their overall impression of the brand with family and friends.
Through the IER program Perrier was able to open 346 new accounts, which accounted for a total of 3,399 incremental case orders. Interactions throughout the program far outpaced expectations with 48,617 total interactions over 253 events, an average of 192 interactions per event. In addition, 31 percent of consumers who had never tried the product indicated they would use Perrier in the future and 60 percent of occasional users indicated they would purchase Perrier again in the future.