In support of the launch of new Perrier slim cans, Nestlé Waters challenged Hyper Marketing Inc.’s Ryan Partnership with the development of breakthrough point-of-sale materials to create consumer interest and build brand equity. The goal was to develop provocative creative to not only entice trial, but also reassure loyal Perrier shoppers that this sleek, sexy, and convenient new can contained the same “refreshingly unique” taste they know and love.
With no established look and feel for this new brand initiative, the creative team was able to push the envelope design-wise. The only remit was to stay true to Perrier’s brand personality—refreshing, premium, modern, and clean—and to keep the copy fun, daring, and with a hint of humor.
Nestlé Waters also revealed that there was a genuine concern among consumers that the new can format would taste very different than the bottle. As such, the creative needed to reaffirm to consumers that the new can did not alter in any way the Perrier taste profile that millions have loved for 150 years.
Ultimately, the materials that were developed not only addressed this concern and delivered on brief, but also were a departure from the point-of-sale work that is typically seen at retail. The creative boasts bright colors in an eye-grabbing layout, with a smart, sassy and slightly naughty headline “Nice Cans!”
The result gives a modern edge to a classic brand. Click on the three images below to enlarge.
Joanna Lehnert is an account supervisor at HMI’s Ryan Partnership.
