Perrier create sparkling Burlesque brand partnership
by Chris Reed
Curvaceous icons coming together to create a sexy brand partnership
Perrier have created a wonderfully imaginative and creative partnership marketing campaign with Burlesque legend Ditta Von Teese……ok they created this some time ago but it hasn’t been in Singapore so I only saw it in Paris when I visited at Christmas!
Since it was still being marketed heavily on all cafes, cans and all bottles it must have been super successful and not at all “limited edition” as the marketing claimed i feel that i can write about how great a partnership marketing example it is!
http://www.youtube.com/watch?v=zw9-2mvcTKM&feature=related
It’s a very different but ingenius way of creating stand out, word of mouth, viral marketing and is a very sexily visual way of marketing Perrier across the product portfolio. It’s hard to ignore when it’s plastered on cafes and stands out in supermarkets because of the sexy imagery on pack and gives Perrier that edge in the battle for stand out.
As Von Teese is as much a female icon as she a male pin up then it works well in targeting both sexes to buy the product and interact with the brand…although the videos accompanying are very much aimed at the male part of the audience!
A series of these viral videos set the world alight and apparently spread very quickly across the web. All of them contain Miss Von Teese doing what she does best…teasing…and all with a bottle of Perrier…although she doesn’t exactly drink it!
It’s a very French brand partnership and Von Teese works excellently as a brand ambassador embodying many of the brand values of Perrier from humour to sex, from French to sparkling personality and independence. I’m looking forward to seeing the bottles and cans in Singapore soon……..