Perrier has partnered with three international street artists on a new limited-edition Street Art collection. Paris-based JonOne, Tokyo’s Sasu and Brazilian artist Kobra created nine unique designs for Perrier’s glass bottles, PET plastic bottles and new Perrier Slim Can.
“Perrier has always had a connection to the arts, dating back [more than a century],” said Jennifer Semley Robert, marketing manager, international brands at Nestlé Waters Canada. “Every year, we try to celebrate our relationship to the arts and these campaigns allow us to build off that deep history.”
Last year, the sparkling mineral water brand launched a special collection featuring the art of Andy Warhol. The idea behind using street artists this year was to bring younger consumers (25 to 35) to the brand. “Street art really speaks to them, and from an art perspective, street art has gone from graffiti in the 1980s to these real artists who have real careers and do real pieces,” said Semley Robert. “It aligns really well with the brand. We’re trying to be daring, whimsical and fun, and you see that in the artwork they’ve created.”
To launch the collection in Canada, Perrier is holding a media event in Toronto on Sept. 30 and one in Montreal on Oct. 2. The venues will have three different areas –one for each artist—which will include décor elements related to the style of each artist, displays of their Perrier designs, as well as interactive displays. Artists JonOne and Kobra will also be at the events.
Perrier is targeting fashion magazines, pop culture magazines and local publications such as Toronto Life. Semley Robert said the street artists’ collaboration makes for a good story because “the artists have great personalities and they all have a story behind them.”
Public relations is being handled by A&C.
While the promotion in Canada is earned media only, in the U.S., Perrier commissioned Colossal Media to hand-paint 10 outdoor murals in Manhattan, Brooklyn, Chicago, L.A. and Miami to support the launch, alongside media outreach.
