Great Experiential Marketing: Perrier’s street art party
Perrier reached out to the 25-40 market with a street art-themed experiential knees-up in Brooklyn for the launch of its limited edition street art collection.
This limited edition street art collection consisted of bottles and cans.
The event centred around nine original designs that were curated by three street art artists from Paris, Japan and Brazil.
The space was decked out in Perrier branding and a magnificent chandelier made from its iconic green glass bottles hung above the bar.
Guests could bring out their inner street artist using digital spray cans on an interactive Light Graffiti wall. And each of the featured artists also had their own dedicated area where they could bring their designs to life; real life pin-up models could be seen in Kobra’s space to tie in with his pin-up bottle design.
Cementing itself as the ultimate cocktail mixer to this 25-40 market, quirky cocktails were theatrically made and given to guests by barista's kitted out on paint-splattered blazers. Served in the new Perrier bottles, the four cocktails had names inspired by the evening's art: there was the “JonOne Gem,” the “King Kobra,” the “Street Art Smash,” and “Sasu's Kaleidoscope.”
Perrier’s events are always really exciting and interesting projects to work on – we know this as in 2011 we were tasked with launching Société Perrier to key influencers and confirming Perrier as the ultimate cocktail mixer. To do this, we transformed a Georgian Townhouse into a time travel portal, granting guests an experiential journey through the brand’s history. Read more about our immersive experience here.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.