Perrier Mineral Water

When Perrier was first introduced in 1903, the small French bottle was positioned as a high-end product to entice British consumers. Perrier's virtues at this time were elegance and festiveness. It was known as "the champagne of table waters". Since then, brands such as San Pellegrino have taken over the high-end sparkling water market, and Perrier has become a more fun and youthful brand.

Perrier began spotlighting humor in their campaigns around the dawn of the century and continued this until the debut of the consumer society in the 60's when the campaigns became very avant-garde. Today, the campaigns remain fresh and fun, attracting a younger market. Perrier's website is filled with bright colors and phrases such as "have fun!" along with pictures of dancers and a link to their Youtube page entitled "le club", where you can enter "le Club Perrier" for updates on the hottest clubs, newest music and latest trends in the US. The company also introduced "Perrier on the go" a 50 cl, plastic, light and unbreakable bottle, as well as Perrier lemon and lime.

By extending their product line and changing their campaigns over the years, Perrier has re-positioned themselves as a young, hip brand that always keeps their ads fresh and fun. While maintaining a quality product, and essentially offering the same ingredients as San Pellegrino and other high-end mineral waters, Perrier is still equally as desired by consumers, however is simply marketed in a different way. Many mineral water drinkers even though not "young", choose Perrier over San Pellegrino and other brands because of how hip and cool it was to drink Perrier in the 60's and 70's. They prefer Perrier for the nostalgic connection and the endless quality and consistency that the product has provided to them over the years.