Perrier has launched a campaign touting its newest beverage lines hitting Canadian store shelves this year, with actress Lily Collins and singer-songwriter Coeur de Pirate (Béatrice Martin) tapped to be brand ambassadors.
Maison Perrier is a range of premium sparkling beverage products from the Nestle brand arriving in Canada this year, with the Maison Perrier Forever line that’s intended to tap into the growth of the flavoured sparkling beverage segment, says Nestle marketing director, international premium waters Canada, Lina Benkhaldoun. The Forever line covers 11 flavours, including new innovations for the brand with lychee and pineapple.
“As one of the most recognizable premium water brands in the world, we saw an opportunity to capitalize on this trend to create more ways for consumers to enjoy our products,” Benkhaldoun says, noting the growth in popularity and sales for the premium sparkling water segment in the past year. “Consumers are looking for innovation and Maison Perrier can meet this demand in an expanding and vibrant sector.”
Perrier is also prepping the upcoming Maison Perrier Chic lineup of mocktail beverages for later this year. Designed as an alternative for alcoholic beverages, the brand will launch peach spritzer and mojito flavours later this year.
Benkhaldoun tells strategy that the idea behind the campaign that’s touting these new products to Canadians this year, is to encourage Canadians to “live the world differently.” To Benkhaldoun, this means branding the new beverages from Perrier as invitations to consumers to reward themselves more often, and as ways to choose pleasure.
While Collins is being looked to as a global face for brand’s new Forever and Chic products, Perrier selected a brand ambassador specifically for the Quebec market, because as a French brand, it wanted to utilize its cultural heritage within its national Canadian campaign. Benkhaldoun says Martin was selected because of her large French following and “chic persona,” which the brand found to be a natural fit for its new launch.
The campaign surrounding Perrier’s new Maison products include TV, OOH, digital and transit ads across Canada. Benkhaldoun notes that consumers with proactive, healthy lifestyles, and who are “curious, confident, optimistic [and] open-minded) are the target demographics for the new campaign.
Dentsu Creative is the creative and strategy agency behind the campaign touting the new Maison Perrier products, with Nestle’s dedicated team, Golin’s Team N, handling PR. Thrive oversaw the media side. A global launch film tied to the campaign was conceptualized by Ogilvy Paris and directed by Oscar-winning filmmaker Damien Chazelle (Whiplash, La La Land).
