Bottled Water Brands Employ New Marketing Moves
STAMFORD, Conn. and LOS ANGELES — Beverage companies are taking new steps to reintroduce bottled water to consumers.
Stamford-based Perrier Sparkling Natural Mineral Water launched District Perrier, a party destination that consumers can experience digitally and in-store at retail locations across the United States. Taking cues from illustrious nightlife districts around the world, District Perrier is part fantasy and part reality, featuring an original content hub on Tumblr and a creative retail marketing strategy, the company explained.
Consumers can explore District Perrier on Tumblr at tumblr.districtperrier.com through the eyes of hostess, the Perrier Madame. Featured content includes:
- Mixology videos with District Perrier-inspired cocktails;
- DJ playlists;
- Style and destination guides for District Perrier, as well as other cultural hotspots; and
- A serialized immersive audio narrative created in collaboration with celebrated playwright Pia Wilson.
"Perrier has always pushed the boundaries through its edgy and innovative marketing campaigns," said Priya Shenoy, Perrier group marketing manager. "District Perrier is an exciting new way to engage with Millennial audiences and bring Perrier’s personality to life."
Perrier will use mobile marketing apps such as Blippar, a mobile augmented reality and image recognition platform, and iBotta, which features District Perrier games to redeem rewards to drive in-store engagement. Consumers can use the apps to experiment with the product and unlock savings.
Inspired by the brand’s longtime alignment with nightlife, culture and art, District Perrier is the latest in a series of innovative digital campaigns that Perrier has created in recent years, including the Perrier Secret Place in 2013 and Le Club Perrier in 2011.
FIJI Water: Untouched
Los Angeles-based FIJI Water is also taking new marketing measures, rolling out its first-ever television advertising campaign for the brand: "Untouched."
The $30-million campaign — the largest marketing investment FIJI Water has ever made — highlights how a sip of FIJI Water transports a consumer from civilization to the untouched tranquility of Fiji.
"We're thrilled to launch our first-ever television advertising campaign," said Clarence Chia, vice president of marketing at FIJI Water. "FIJI Water has been subtly telling our story for more than two decades. As we continue our growth trajectory, we wanted to reintroduce the brand more broadly to consumers. The 'Untouched' campaign beautifully tells our brand story and we are excited to share that message with the world."
The new campaign comes on the heels of the brand's first label redesign in more than 10 years. Last month, the company unveiled a new label design showcasing the beauty of the brand and the story behind the water's journey. Each bottle size features not only the new label, but also six new back labels.
The "Untouched" campaign was developed by the company's in-house advertising agency, FireStation, and the ad spots were produced by Elastic. The ads will air throughout the year on network and cable channels.
In addition to TV, the campaign will have a strong presence across digital and social platforms. The campaign will be supported by in–store promotion, public relations and event marketing efforts.