Nestlé Waters’ Perrier brand hit the bar scene with a posh plan to get 25- to 40-year-olds to break out the bubbly, ahem, water.

The buzz for the Société Perrier started with a pre-promotion across Montreal-based NewAd’s ad network of restobars and nightclubs, as well as wild postings and street teams roaming Toronto’s club district and inviting likely candidates to become members at Societeperrier.ca.

Those who signed up got access to branded VIP areas at five premium supper clubs and lounges in Toronto, treating members to free Perrier all night, a special cocktail menu, as well as perks like free coat check or taxi chits.

“The consumer demographic of Perrier tends to be older, and we felt there was an opportunity to introduce the brand to the younger demographic,” says Kara Parkinson, trade marketing manager for Nestlé Waters brands. “One of the best ways to…give [consumers] a quality experience was [to go] where they’re partying.”

The campaign borrows artwork from a related ongoing effort in the U.S. by New York-based agency Mirrorball, but the rest of the activity including the website – which features a calendar of events and a photo gallery – was developed by NewAd.

The two partnered on an in-bar activation last year which targeted younger clubgoers in Toronto, Montreal and Vancouver. But Parkinson said this year’s Toronto-only effort is more concentrated and effective. “We had gone a bit too young last year,” she says. “The 25- to 40-year-old is more likely to interact with the brand once they leave the location. They’re going to go back to the grocery store or to the restaurant and spend the money to buy it.”