The premium water brand invites consumers to experience the ‘stylish, eccentric side’ of its personality
Perrier has uncapped a lunchtime event series that once again gets people off their duffs and onto the dance floor as it serves up a taste of the bubbly French mineral water brand. The multi-city series relaunched with the added goal of bringing to life the brand’s Perrier Extraordinaire global ad campaign. Dubbed Flavorpill Presents: Lunch Break, Made Extraordinary by Perrier, the immersive brand experience complements local TV spots, in-store merchandising and digital components aimed at 25- to 40-year-olds to drive engagement, consideration and trial. The dance parties traveled to Chicago, Los Angeles, Miami and New York City.
Hot air balloons and the quirky characters that inhabit a fantasy world inspired by the bubbles in a Perrier bottle, which figure prominently in the 60-second ad, lend a fun, provocative element to the afternoon affairs. DJs spin tunes as attendees imbibe free Perrier, wave branded noise sticks to the music and sip signature Perrier cocktails. The New York event, which took place at the Marquee nightclub and featured dj Questlove, offered a hot air balloon photo op with Perrier “cheerleaders” wearing sparkly bustiers and hot pants who are featured in the ad. Attendees could also enlist via email for a GIF photo experience, then opt in to receive additional communication from the brand. When the party ended, they headed back to work with a branded, reusable lunch bag containing a sandwich, a can of Perrier and other goodies. A social media component extends the campaign to Facebook, Tumblr, Instagram and Twitter.
“The whole premise of Perrier Extraordinaire is about taking you out of the ordinary and giving you the opportunity to explore something extraordinary,” says Ashley Albrittain-Ross, marketing manager at Perrier. “We wanted consumers to feel like they are part of that hot-air balloon campaign, to feel like they are experiencing the provocative, or daring wit, or stylish eccentric side of Perrier’s personality. We wanted to take that translation from ordinary to extraordinary one step further.” Agency: Flavorpill, New York City.
Photo courtesy: Victor Castro
*This article was originally published in 2016 and is updated periodically