| Title | Melting (50s) |
| Agency | Ogilvy Paris |
| Campaign | Melting - Perrier |
| Advertiser | Nestlé |
| Brand | Perrier |
| Date of First Broadcast/Publication | 2009 / 4 |
| Business Sector | Mineral, Sparkling & Bottled Waters |
| Story | SUMMARY: Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val). Sweltering heat in the city. It is so hot that everything is melting. A young woman is walking around, looking for a way to quench her thirst. As heat gets higher, the quest becomes more and more pressing. The woman finally arrives in a hotel where everything is also melting. She runs up and finally reaches a room where a Perrier bottle stands intact and fresh in thefridge. She tries to catch it but the bottle falls down, rolls on the floor and falls off the balcony. No hesitation : she plunges, finally catches the bottleas she lands on the soft surface of a van melting - and eagerly drinks it. |
| Media Type | Television |
| Market | Belgium, France, Greece |
| Creative Director | Thierry Chiumino |
| Art Director | Thierry Chiumino |
| Copywriter | Luc Chomarat |
| Director | Frédéric Planchon |
| Production Company | Irene |
| Agency Producer | Laure Bayle |
| Global Account Planner | Mercier Loic |
| Marketing Director | Virginie Le Roch |
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