Perriers new campaign flirts with the -ier crowd

It's sassier, it's sexier, riskier, crazier it's more ier than ever.
The new Perrier - same as the old one - but the campaign is targeting younger consumers. Just in time for Halloween when "Scarier" can roam New York City parties like the annual Village Halloween Parade.

The campaign posters have illustrations by Al Murphy and Paul Davis who's style differ vastly but both follow the simple line drawing concept in depicting their "ier"s.

On the left Paul Davis, on the right Al Murphy's illustrations.

T-shirts and coasters will have the new logo's on them and guerilla style stunts will round off the new campaign, for example a sword swallower will represent "edgier" and "scarier" will party on Halloween. The campaign is aimed at twenty-somethings and hopes to reinvent Perrier's "sofistication" showing a sassier side while being rather different from the other ads in the category. As for "sexier" they could just re-run some ancient French Perrier ads y'all remember the bottle that grew by a womans touch don't you?

Creds!
Ad AGency: Ogilvy & Mather, N.Y.
Chief Creative Officer: David Apicella
Group Creative Director: Terry Finley, Chris Mitton
Copywriter: Chris Lisick
Art Director: John LaMacchia