Perrier, at 150, Lures Younger, Hotter Audience to Its “Secret Place”


“Perrier is the sexiest sparkling water you’ll ever taste,” according to the 150-year-old brand, which is trying to woo a younger audience with a sexy and sparkling online gaming experience, Perrier Secret Place

“Secret Place is an immersive experience with a surprise at every turn, something that will be highly engaging for our target audience. And at a party that goes on for hours, we like to think of Perrier as the drink that can refresh like no other,” according to a press release.

It’s being marketed as the most high-profile, crazy party experience ever, dispensing clues through the eyes of 60 different characters along with a sweepstakes to win an invitation to one of five mega-parties taking place at Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami or New Year’s Eve in Sydney, Australia.[more]

“With each visit to Secret Place, guests can discover more clues to find the secret Perrier bottle that unlocks your ticket into that sweepstakes, so we would certainly like to see people come back multiple times, and share with their friends via social,” Gauthier Gay, group marketing manager at Perrier, told Mashable.

In a sweepstakes running April 2 through May 6, one winner will be selected weekly at random for the five weeks of the edgy campaign, which was created by Ogilvy & Mather Paris in celebration of the brand’s 150th anniversary and intended for mature audiences.

“Our goal was to give people the opportunity to live an experience they wouldn’t normally live, but have always dreamed about,” stated Chris Garbutt, Chief Creative Office, Ogilvy & Mather Paris. “This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking.”

Gamers beware: “Finding that bottle is no easy task. In fact, the company says only the most experienced gamers will be able to do so,” adds Mashable.

The digital brand experience and content marketing campaign also expands on Perrier’s 2010 saucy digital campaign with Dita von Teese and Le Club Perrier.

“The Perrier target consumer is young, edgy, highly digital, and loves to socialize—and these are exactly the people who will be attracted to Secret Place,” Gay said. “And with digital and social playing an increasing role in these consumers’ lives, we’re maximizing these assets with Secret Place to enhance the experience.”

Perrier, with a presence in 144 countries, is the number one sparkling water in the world and in the U.S. according to Euromonitor Sales & Nielsen value share. It has its roots in a source in the south of France that can be traced back more than 100 million years to the Cretaceous Era, when limestone deposits formed faults and fissures that captured water deep in the earth—arguably the brand’s first secret place.

Below, a video sampler of the risqué Secret Place digital experiences on offer: