Perrier: Liberate and Win

Objective

Perrier entered the Chinese market with its first major advertising campaign after 20 years of presence in the country, targeting young urban professionals during summer months. The brand aimed to reinforce its playful, liberating personality and position Perrier as a casual, refreshing drink suitable for everyday enjoyment, not just special occasions, helping consumers break free from work and social pressures.

Solution

A bubble-popping web game distributed on Weibo, China's dominant social platform. Players popped as many bubbles as possible to 'liberate' themselves; finding a lucky bubble enabled them to win prizes. The campaign featured user-generated content and winner stories documented in video content posted on Perrier China's Weibo account, leveraging social sharing and organic word-of-mouth among the target demographic.

Results

Not published.