Nestle Waters brand Perrier has awarded the Canadian responsibilities for its global “Societe Perrier 2012” campaign to Montreal agency Newad.
Newad returns to run Societe Perrier after handling the campaign’s inaugural run in 2011. According to Valerie Gervais, director of strategic planning at Newad, the agency was required to participate in a competitive pitch but was able to retain the project.
Societe Perrier is a global initiative led by New York agency Mirrorball and comprised of online, social media and experiential components in 10 cities worldwide.
In Canada, the campaign is based in Toronto and Montreal and includes bar events in both cities. In addition to providing experiential expertise for these events, Newad will also continue to develop exclusive content for the two websites it launched in 2011 – SocietePerrier.com/Toronto and SocietePerrier/Montreal. Website content includes articles about nightlife, fashion, music and other lifestyle topics.
Gervais said the Societe Perrier concept is geared to young, influential consumers.
“It’s really an influencer program to help position Perrier as a strategic partner in the nightlife and culture business,” said Gervais. “We’re targeting what we like to call hedonists.”
Gervais said Newad was looking to solidify the link between the offline events and online component of the campaign this year, as well as develop relationships with more venues in Toronto and Montreal.
Other cities in the Societe Perrier campaign include Tokyo, Dubai, Miami, Los Angeles, London, England and Sao Paolo, Brazil.
