Perrier gave fashion-goers something to sip on at Toronto Fashion Week last month. The Nestlé-owned sparkling mineral water brand debuted two new slim can flavours at the event: Perrier Lemon and Perrier L’Orange.
Backstage, Perrier had a branded, self-serve fridge stocked with slim cans; show-goers were given samples before and after runway events; and mixed cocktails were served in-can at the Grey Goose bar.
Perrier’s slim can launched in 2013 and is targeted at millennials who want “easy, on-the-go refreshment,” said Jennifer Semley Robert, marketing manager, international brands at Nestlé Waters Canada.
“Fashion Week is really on the go, it’s hustle and bustle, so to take a moment and have that quick refreshment was perfectly aligned with our strategy,” she said. “And we knew that all the media would be there, so it was a great way to introduce them to the new flavours.”
In the week leading up to Fashion Week, select media and social media influencers, including Jay Strut, were sent personalized “Refreshment Kits” to try out the new flavours.
“We haven’t done a lot of [influencer outreach], but there are some great followers of the brand, so we try to leverage that and make sure they’re the first to know when new products are coming out,” said Semley Robert.
Using influencers is a good way to reach millennials because “they’re really drinking these products so it’s genuine,” she said. “Millennials are on Instagram and they’re getting all this instant social information, so if we can reach out to them in kind of an indirect way, it seems more real.”
This summer, Perrier will sample the new slim can flavours at Rogers Cup, and with Perrier Greenhouse, a lounge space set up at various music festivals.
A&C handles public relations for Perrier.
