STAMFORD, Conn. -- Nestle Waters North America's Perrier Sparkling Natural Mineral Water introduced consumers to its bolder, quirkier side by transporting them to District Perrier, an party destination that can be experienced digitally and in-store at leading retailers nationwide. Taking cues from illustrious nightlife districts around the world, District Perrier is part fantasy, part reality, featuring an original content hub on Tumblr, as well as a creative retail marketing strategy.
Consumers can explore District Perrier on Tumblr at tumblr.districtperrier.com through the eyes of their hostess, the Perrier Madame. (See video below.)
In stores, Perrier will utilize innovative mobile marketing apps such as Blippar, a mobile augmented reality and image recognition platform, and iBotta, which features District Perrier games to redeem rewards, to drive in-store engagement. These apps will give shoppers the opportunity to experiment with the product and unlock savings.
Online, featured content includes:
- Mixology videos with District Perrier-inspired cocktails
- DJ playlists
- Style and destination guides for District Perrier, as well as other cultural hot spots
- A serialized immersive audio narrative created in collaboration with celebrated playwright Pia Wilson
“Perrier has always pushed the boundaries through its edgy and innovative marketing campaigns,” said Priya Shenoy, Perrier Group marketing manager. “District Perrier is an exciting new way to engage with millennial audiences and bring Perrier’s personality to life.”
Inspired by the brand’s longtime alignment with nightlife, culture and art, District Perrier is the latest in a series of innovative digital campaigns Perrier has created in recent years, including the acclaimed Perrier Secret Place in 2013 and Le Club Perrier in 2011.
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