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! 

PERRIER and BADOIT Brand Mantras

The Abell Tryptic : BADOIT

The Abell Tryptic : PERRIER

Competition

The market of soft drinks is very competitive where sparkling water has a great potential of development since consumers are more and more attracted. This market is very concentrated with "a production of 90% in France" by the groups Danone (Badoit, Salvetat), Nestlé Waters (Perrier, Quezac, and San Pelligrino), and Alma (Saint-Yorre, Rozana, and Vichy Celestin). 

There are, however, four major national brands that have an oligopoly within restaurant, cafés and hotels, that are: Badoit, Saint-Yorre, Perrier, and San Pellegrino. In addition, there is a new entrant called St-Amand who has lot of difficulties since it lacks of innovation. So, we can see that competition is very rude and that those brands have to constantly innovate in order to differentiate themselves from each other and to gain more market share.

 

Strategies of the key competitors in the market

In this part, we will see the strategies of the four brands that have an oligopoly in the French market.
San Pellegrino is a challenger and have gleaned market share of the Giant of sparkling waters Badoit. The brand focuses on too strategies that are: acquisition strategy (presence all over the world), and alliance and cooperation strategy as for example its partnership with the jeweler Bulgari that both jointly launched a limited edition bottle, which gives a new visual identity. Additionally, the brand took on a new challenge of modernizing the packaging that is more impacting and is following a policy of communication and transparency. Besides, the brand concentrates more in the R&D and technology in order to satisfy the customers' demand.

Badoit:

Badoit is the market leader and is well positioned in terms of distribution and marketing in France with a market share of 32.5% in 2011. Badoit tends to accentuate the perception of sparkling water especially the red Badoit and this by focusing on its authentic identity. Moreover, Badoit establishes an aggressive policy to conquest restaurants by strengthening the sparkling water side. As well, Badoit tries to innovate and recently launched a range of flavored water without sugar and natural fruit flavors.

Perrier:

Perrier is a leader in the international side since it focuses on an expansion strategy by penetrating many markets such as USA and Japan. Meanwhile, the brand gives a strong importance to the design of its packaging (glass, cans, fluorescent) in order to show the purity of its product and the festive aspect. Perrier targets mainly young segment so that they gain the loyalty of their customers in the long-term. Besides, Perrier wants to preserve an efficient communication through TV, press, posters, radio, cinema. As well, the brand uses non-media with direct marketing, sponsorship (Tour de France, Rugby), and promotion at the point of sale, and also it uses major events such as Roland Garros broadcasting audiovisual and advertising signs around the field.

Saint-Yorre:

St-Yorre positions itself on the health sector. It follows a strategy that fights against aging and bad digestion and also tries to differentiate itself by diversifying its products and thus by lunching energy drinks. In addition, St-Yorre created a bottle of collection for the festive season. However, St-Yorre is a follower and has to innovate more and establish strategies in order to be more competitive in the market of sparkling water.

San Pellegrino:

Competition is fierce; therefore, companies play on innovation card and focus on new advertising campaigns. They think to constantly renew types of consumers in order to keep or have the leading position. However, those brands have to consider the threats of substitution such as sodas. Therefore, their major indirect competitors are Coca, Cadburry Shweppes and Pepsico, which are giants that constantly innovate and diversify their products.

Target

- BADOIT :

As we already said before, Badoit's lightly carbonated water is intended to be drunk with meals. Its formula, making it help digestion is therefore aimed at everyone that cares about their health & body. Badoit conveys an image of a quality that is sound for the body.

Its main target is those with higher income, preferably living in urban areas and who go to the restaurants on a regular basis. In an interview given in 2010, Nathalie Puech-Alquier, Badoit's former official, stated that Badoit's original formula core target are adults from 40 to older. She also added
Badoit Intense, is more aimed at younger people who are looking for a "cool" drink.


- PERRIER :

Unlike Badoit, Perrier conveys a totally different message, thus reaching a different target. In the seventies, advertisers started launching offbeat advertising campaigns. The idea that appeared at that time (and that still continues to work nowadays) is that Perrier is THE drink to have a good time. Some raunchy TV spots back in the 90's (sometimes censored) alongside with glamourous partnerships (e.g. Dita Von Teese in 2010) added sexiness to the product, leading Perrier to become the "it" drink everyone needs in a party.

Stéphane Bartaire, marketing director for sparkling waters at Nestlé Waters France said that Perrier's main target is "glamourous high income individuals looking for a premium water". As its slogan shows "Perrier c'est fou!" Perrier is trying to seduce a trendy urban population that likes to be seen and to party. On the contrary, Perrier fines bulles, with its less carbonated water, is more willing to target restaurants, cafés & hotels in order to seduce gourmet lovers, that is to say an older population.

So Similar, Yet So Different.....

Drinking sparkling water has a significance for each one of us; more than that, we would say it is a question of personality. Because its taste is very specific and its composition different from one brand to the other, sparkling water drinkers are usually very faithful to the brand they like.

In the sparkling water industry, Perrier seem to have taken on a slight advantage over its longterm rival Badoit since 2005.

As we can see on this graph, in 2008, Perrier detained almost 22% of the sparkling water market share, closely followed by Badoit, in the second place, with 18% of the market share. Though they may seem alike, their composition is very different thus implementing different targets for each brand.

- BADOIT :

• Natural sparkling water (no gas added). Its water contains one of the highest rates of magnesium, making it an excellent choice for your meal to help you digest. Indeed, that has been Badoit’s motto since it has been found in the 18^th century; a fine sparkling water with natural small bubbles.
• 300 million bottles produced annually.
• 250 people working on site in Saint-Galmier.
• Built a strong partnership with restaurants and cafés - 25% of its production.
• Imported in more than 28 countries in the world.
• Packaging : The bottle has kept the same pure line since its creation, adding small "modern look" features over past.
• Format : Badoit is available in plastic bottles as well as in glass bottles for restaurants, hotels and cafés.
• Taste : Same formula since its creation. However, in 2004, Badoit launched Badoit Intense (with a red bottle), a big bubble water to compete with its direct competitor Perrier.
• Mainly directed to be consumed during the meal time. (Except for Badoit Intense).

- PERRIER :

• Natural sparkling water with added carbon gas, thus making its taste much more bubbly (big bubbles).
• Nearly 750 bottles produced annually
• 46% of its production exported to 114 countries worldwide.
• 1000 people working on site in Vergèze.
• Packaging : The bottle has kept the same shape since its creation, though its main logo has been modernized over the years.
• Format : Perrier is available in plastic bottles, cans and glass bottles.
• Taste : Same formula since its creation. However, in 2003, Perrier launched Eau de Perrier. This new, lighter formula with small bubbles, is meant to compete Badoit. Eau de Perrier clearly wants to impose itself on the market of "digestive sparkling waters". As soon as 2005, it was available in restaurants, cafés & hotels, though never being able to take the advantage on Badoit on this sector. In 2012, Eau de Perrier was rebranded Perrier fines bulles, making it simplier for customers to identify its nature.
• October 2012 : New partnership between Perrier fines bulles and the restaurant & cafés industry.
• Perrier original formula mainly targeted to festive consumption - ideal for parties. Its slogan "Perrier, c'est fou" clearly sets the trend of the drink: it is destined to those who want to reveal their wild side.

Main competitors for both companies : San Pellegrino, St-Yorre, Salvetat, Quézac, Eaux de Vichy.

Introducing....... BADOIT !

Type of water: Natural Mineral Water

Presentation: Water with gas

Country of origin: France

Region: Saint-Galmier, département de la Loire (Rhône-Alpes)

Year Established : 1838

Website : www.badoit.com

Badoit is known as one of the best mineral water, which is naturally carbonated. The “gourmet mineral water” is typically seen on the tables of restaurants, especially in France and is specially used to accompany fine food and wine.

Badoit water finds its way from the depths through a fissure about 500 meters into the granite, and comes to the surface with a natural gasification, which produces soft bubbles.

Badoit Innovations: Its elegant bottle modernized and now displays its strengths in all transparency: colorful bubbles and a smile expressing all the silver pleasure of a fine sparkle. Badoit Red is the finesse and the unique taste of Badoit with twice more bubbles: a sparkle both very intense and subtle. 

French water companies also claim that mineral waters are good for rheumatism, migraines and other illnesses.