Perrier repositions as adult drink

Perrier is repositioning its brand in the UK, with the help of graphic design consultancy Cosanostra Design.

The brand, owned by Nestlé Waters, is aiming to position itself as a more adult drink used as a mixer for alcoholic and non-alcoholic beverages.

Giuseppe Rampello, managing director of Cosanostra Design, explains that Perrier is attempting to further its reach in both the soft drinks and on-trade markets, through designs and concepts the consultancy has created for Perrier.

He says, ‘It wants to be a sophisticated soft drink, but we’re also working with bars and nightclubs to stock it – all alcoholic. It can be a mixer, a mineral water or a cocktail mixer.’

Rampello explains that the consultancy has been working with Nestlé Waters for a number of years, and that the project was won on the back of work done for Vittel and Buxton.

The designs Cosanostra has produced focus on a set of postcards and a presentation tin, that Perrier can use to market the brand to bars and night clubs.

The group has also created a Perrier book of cocktails, in a splashproof version for bars, launching within the next month.

The work will tie in with promotional campaigns by Perrier to relaunch the product at Perrier Presents evenings.

Catherine Morris, trade marketing manager for the brand, says ‘Next year [the visual creative work] will appear in trade press and advertising campaigns.’

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