The end...

We wish you a Merry Christmas and a Happy NeW YEAR 2013 with...

 a lot of BUBBLES !!!

Source : photo bubbles

And don't forget : Be crazy, Be joyful, with BADOIT and PERRIER !!

Perrier sponsor of Roland Garros

This is the main story that links Perrier with tennis: starts in 1928 but it was consolidated in the late 70's when Perrier became sponsorship of the tournament at Roland Garros.

Source: Perrier website

In 1978 the small green bottle of Perrier appeared in supermarkets.

1994 Present in the chair of the players, PERRIER bubbles ensure total relaxation of champions.

In 1997 Perrier launched one of the famous contest of forecasts, the prone-PRESSE PERRIER.

In 2000 With PERRIER, more freshness on the track! The bubbles have signed the umbrella of the players.

Source: Perrier website

In 2011 Perrier associates his name to the Legends Trophy and thus becomes an sponsor. The tournament, created and energized by Mansour Bahrami, brings together some of the most important figures in the history of world tennis. 

The Keller Brand Resonance: BADOIT

The Keller Brand Resonance: PERRIER

Positioning Map 

This map show us the positioning of sparkling water in the market.

Perrier, compared to Badoit, is less sparkling and positions itself as a cool brand

Perrier Vs Badoit: PODs and POPs!

Advertising of Badoit Rouge

Badoit is trying to advertize their brand, as a funnier and fundamental product that should be drink with a good meal and at any time. 

PERRIER and BADOIT Archetypes: Innocent, jester, sage, magician, hero…. Who is who ??

An archetype symbolizes a basic human need, an aspiration or a motivation.

PERRIER, the Magician Archetype

Motto: I make things happen.
Core desire: understanding the fundamental laws of the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
Talent: finding win-win solutions

The Magician is also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man

Concerning PERRIER:

• the product is transformative : We feel crazy
• its implicit promise is to transform customers : to become someone with a strong identity
• it has a new-age quality : there is a constant innovation in the taste and design
• it is user-friendly
• has spiritual connotations
• it is a very new, contemporary product : the design and the limited editions
• it is medium- priced

Source : Pub Perrier


BADOIT, the Jester archetype

Motto: You only live once
Core desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Greatest fear: being bored or boring others
Strategy: play, make jokes, be funny
Weakness: frivolity, wasting time
Talent: joy

Concerning Badoit:

• it gives people a sense of belonging
• it helps people have a good time (during the meal)
• it is moderately priced
• it is produced by a fun-loving company
• it needs to be differentiated from self-important, overconfident established brands

Source : Pub Badoit

BADOIT's Anatomy Model

source : Pub Fable de la Fontaine Badoit

PERRIER’s Anatomy model

source : Pub Perrier inspiration Salvador Dali

The Kafferer prism: PERRIER and BADOIT

Badoit la grenouille et le bœuf

Badoit is trying to communicate and to persuade consumers to mainly drink Badoit water in meals, and at the end of the video we can see that they mentioned “Can we consider a meal without Badoit?”

Evolution of Perrier's Ads

Perrier is facing rude competition and has to constantly innovate in order to stay one of the best sparkling waters brand. Therefore, Perrier plays on its marketing communication. As often we see advertisements highlighting its spectacular and shifted for a refreshing drink with virtues.

We will let you discover some of the different ads of Perrier since 1976.

Perrier Ad in 1976

Source: http://www.youtube.com/watch?v=foXEns6wIKc

This commercial has been censured in 1976 showing an obscene scene that horrified people.

Perrier Ad  in 1987 

Source: http://www.youtube.com/watch?v=-4WbfEc6-qI

Perrier with an ad featuting the top model Rosemary McGrotha wishing a happy new year and singing "Perrier C'est Fou" !

Back in the 1990s with "The woman and the lion"

Source: http://www.youtube.com/watch?v=ScShzZsaxPk

This Ad is a revamped version of "Beauty and the Beast", where the beautiful conquers the lion in a battle for the thirsty with a spectacular primal scream that bullies the beast. However, this commercial has a signature: "Water, Air: Life".

Perrier Fluo in 2007

Source: http://www.youtube.com/watch?v=k5gzkOrrYOY

Perrier hits hard by advertising Perrier Fluo in a rather ambiguous context, which remind us the Cold War.

Perrier "The Melting" in 2009

Source: http://www.youtube.com/watch?v=5CX9cBFApUE

In this ad called "The Melting", Perrier shows a so hot world that the entire city is melting.

Perrier "The Drop" in 2012

Source: http://www.youtube.com/watch?v=OwrlmVEyfQw

It is in the same spirit as "The Melting" that this video "The Drop" shows that a French mission was launched in order to "fight against" the heat directly from the sun, and the ultimate weapon used is simply contained in a bottle of Perrier.   

As you can see, It is demonstrated that a modern brand owes nothing to the constant change of its design but rather as Perrier does a creative management that keeps in the news.

PERSONALIZE YOUR BADOIT!

With Badoit you can personalize your Christmas Meal! 

Source : http://www.myevian.com/

You can choose two kinds of bottles:

Badoit Joyeuse !!

Source : http://www.myevian.com/


Badoit Design !!

Source : http://www.myevian.com/

Badoit Express .... Unsheathing Bubbles ! 

Badoit, which is intimaly linked to the French culinary heritage, had the idea to offer a unique experience to SNCF clients in the occasion of the gastronomy celebration.

                                                       Source:  Published by Badoit, Youtube (2012, October 5th)

Friday, September 21st, 2012, Badoit teamed with Thierry Marx in order to transform ephemerally the RER C into a gastronomic restaurant. The Badoit Express served a gourmet menu that was prepared by the Chef Marx and was accompagnied by the water Badoit. They wanted to make this surprise one of the craziest moment with a character of joy to the SNCF's clients. It was in this spirit that the animation, punctuating with bubbles in the line C of the RER, that Badoit provided travelers fun and innovation by offering a cultural and festive event and carried an unforgettable journey. This campaign has pinned a label on the bottle even more SPARKLING !

Perrier uses Pop Art reference for Product Rebranding

In April 2012, Perrier decided to rebrand its small bubbles sparkling water in order to be perceived as more apparent to its customers. Therefore, Eau de Perrier became Perrier fines bulles.

Following this name change, Ogilvy, the Parisian advertising agency in charge of Perrier's advertisement strategy, launched an advertising campaign that some of you may feel as déjà vu.
The new brand imposes its new style thanks to the 60's cartoon look-a-like visual. Pop Art seems to be the new trend as it recalls Roy Lichtenstein's famous female characters.

Source: http://fetes-gourmandes.blogspot.fr/2012/04/eau-de-perrier-fete-ses-dix-ans-en.html

This campaign offers Perrier fines bulles a new, fresher image while keeping the product's main characteristics at the same time (light, smaller bubbles). Ogilvy has chosen the Pop Art environment because it symbolizes nonconformism: a value that Perrier seems to share. Indeed, the brand has always gone sideways since the beginning of its first advertising campaigns; creating daring, outrageous and even censored advertising campaigns. Perrier has always made visually innovative video campaigns as well as establish stylish partnerships. That was the case with one of the most charismatic artists Pop Art had: Andy Warhol. In 1983, the American artist created an advertisement campaign for Perrier.

Source : http://www.nationalgalleries.org/media/42/collection/AR00404.jpg

Badoit: Introducing the Limited Editions

Since 1998, every end of the year Badoit bottles get all dolled up for Christmas and New Year's Eve in order to bring even more bubbles to sparkling water lovers introducing their Limited Edition glass bottles...

Let's have look at some of the most oRiGiNaL ones....

Photo credit: http://www.paperblog.fr/2516096/badoit-fait-petiller-nos-tables-de-fetes/

Perrier: Introducing the Limited Editions

Here are some examples of famous partnerships Perrier has made with well-known fashion brands as well as with Burlesque Icon Dita Von Teese for its limited editions in the past years:

• Sophia Wood for Perrier (Summer 2006)

Photo credit: Perrier website

• Custo for Perrier (Summer 2007)

Photo credit : http://www.4shared.com/photo/oSv1oLIq/Copy_of_Perrier_bottles_Custo.htm

• Paul & Joe for Perrier (Winter 2007)

Photo credit: Perrier website

• Agnès B. for Perrier (Summer 2008)

Photo credit: Perrier website

• Perrier by Dita (Summer 2010)

Photo credit: Perrier website

• Perrier by Dita (Winter 2010)

Photo credit: Perrier website

• Perrier by Dita (Summer 2011)

BADOIT: THE PERMANENT COLLECTION

Here is a look at the different collections Badoît has to offer to its customers (as shown on their website).

• The Classic taste:

Photo credit : Badoit website

This section is entirely made in plastic bottles. We will present all of Badoit's glass bottles in the last section Badoit and the Restaurant & Cafés industry.

Badoit offers 3 different sizes for its plastic bottles: the 33cl bottle (on the left), the 50cl (middle) and the 1 liter bottle (on the right).

• Badoit Intensément Pétillante:

Photo credit: Badoit website

Badoit offers 3 different sizes for its Intensément Pétillante edition in plastic bottles: the 33cl bottle (right), the 50cl (middle) and the 1 liter bottle (left).

• Flavored Badoit:

Photo credit: Badoit website

Badoit offers 3 different flavored tastes: Lemon, Lime and Mint. All three of them come in 1 liter plastic bottles. The Lime taste can also be found in 50cl bottle (right).

• Restaurant and Cafés lines:

1. Classic collection

Photo credit: Badoit website

For restaurant and cafés only, Badoit distributes glass bottles. The classic taste and the Intensément pétllante edition both come in 50cl bottles and 1 liter bottles.

    2.  Prestige collection

Photo credit: Badoit website

For restaurants and cafés only as well, Badoit distribute Prestige editions of their classic and Intensément pétillante tastes. Both glass bottles however come in different sizes than the ones before; these 2 Prestige editions can be found in 33cl and 75cl.

PERRIER: THE PERMANENT COLLECTION

Here is a look at the different collections Perrier has to offer to its customers.

• The Classic taste :

Photo credit: Perrier website

1. This classic line comes in different packagings: First of all, glass bottles, mainly targeted for restaurants, bars & cafés. These bottles can be found in 3 different sizes: 25cl, 33cl and 75cl.
2. You can also find plastic bottles. 2 different sizes are available for those bottles: 50cl and 1 liter. These bottle are mainly sold in supermarkets, vending machines.
3. Finally, you can find classic Perrier in cans. Once again 2 different sizes: 25cl and 33cl. They are mainly distributed in cafés and snacks as well as vending machines.

• The Flavored taste:

Photo credit: Perrier website

Perrier has declined its flavoured version in 2 different tastes: Lemon and Lime.

1. This flavored line comes in different packagings as well: 25cl glass bottles for both tastes.
2. For the plastic bottles, both tastes can be found either in 50cl or 1 liter.
3. The can version is only available in 33cl Lime taste.

• The "Perrier fines bulles"line:

Photo credit: Perrier website

As we already saw previously in our blog, in 2003 Perrier decided to launch Eau de Perrier, its less-carbonated sparkling water (Rebranded Perrier fines bulles since April 2012 in order to be more visible to its customers). Indeed this water, which has smaller bubbles, is directly targeting cafés and restaurants in order to establish itself as a possible leader in the restaurant industry. Perrier fines bulles clearly challenges Badoît, on its traditional market.

1. Perrier fines bulles can be found in glass bottles only in cafés and restaurants in 2 different sizes: 50cl and 1 liter.
2. Perrier fines bulles can be found in 1 liter plastic bottle as well in supermarkets.

The story of the limited editions in the sparkling mineral water industry

In the market of the Mineral Water, the brands have to make the difference with the low price water and the tap water.  The packaging and the limited editions are obviously a strong means to be unique in such a market. Obviousness is that in the market, what we sell is the packaging. The question is “Who has the more beautiful bottle? “.

Perrier was the precursor in the 70’s with its limited editions about Roland Garros.
The Limited Editions allow to tell their story by other means and to make it contemporary.

It exists two types of Limited Editions:
1) Those which support the brand DNA. They ask to designers to do the new edition.

2) Those which involve the implication of a personality who will be added to the brand image. For instance, in 2010, Dita von Teese was associated to Perrier.

Source : http://csuper.wordpress.com/2010/05/20/perrier-recrute-dita-von-teese/

But with this type of association, the brand must make attention to not disappear behind the strong personality image.

Moreover, we cannot really measure the effect on the sales. It is above all to the opportunity to beneficiate to make media speak about the brand and have a buzz.

With Christmas Limited Editions, the brand has to make attention not to be lost among the other marketing campaign of the competitors and to keep intact its DNA. But like we saw in the precedent article of our Bubble Blog, Badoit is one of the brands which have made the Christmas Limited Edition unavoidable. 

DISCOVER THE BADOIT 2012 LIMITED EDITION!

A bubbly end of the year with the Badoit limited edition!

Each year since 1998, Badoit proposes its limited edition bottles. For the end of 2012, the brand has chosen to build on the design with 4 bottles of 4 different colors: Blue, Green, Rose and Yellow.
The consumer can choose the bottle according to his favorite color and his mood.

Last but not least, Badoit proposes also a Pop collector box, imagined by the Sismo duo. Inside of the box? A unique glass made by the two, Antoine Feloglio and Frédéric Lecourt, in which they have put a glass marble.  And icing on the cake, the consumer will find a Green Badoit and a Red Badoit!