Perrier goes covert with secret society

Nestle Waters' Perrier brand hits the bar scene with a plan to get the affluent club crowd to break out the bubbly, water, that is.

Perrier is reaching out to Toronto’s 25- to 40-year-olds with a series of VIP events centring on a members-only club.

The buzz for the Société Perrier started with a pre-promotion across Montreal-based NewAd’s ad network of restobar and nightclubs, as well as wild postings and street teams roaming Toronto’s Richmond and John St. area inviting likely candidates to become members at

Those who signed up got access to branded VIP areas at five premium supper clubs and lounges in Toronto, treating members to free Perrier all night, a special cocktail menu, as well as perks like free coat check or complementary taxi chits.

‘The consumer demographics of Perrier tends to be an older consumer, and we felt there was an opportunity to introduce the brand to the younger demographic,’ says Kara Parkinson, trade marketing manager for Nestle Waters brands. ‘One of the best ways to…give [consumers] a quality experience was [to go] where they’re partying.’

The campaign borrows artwork from a related ongoing effort in the US, developed by New York-based agency Mirrorball, but the rest of the activity including the website – which features a calendar of events and a photo gallery – was developed by NewAd.

The two partnered on an in-bar activation last year which targeted younger clubgoers in Toronto, Montreal and Vancouver. But Parkinson said this year’s Toronto-only event is more concentrated and effective. ‘We…felt we had gone a bit too young last year,’ she says. ‘The 25- to 40-year-old is more likely to interact with the brand once they leave the location. They’re going to go back to the grocery store or to the restaurant and spend the money to buy it.’