We developed "IER" to draw new attention to Perrier's truly iconic status.We launched "IER" with a street-level campaign aimed at building Perrier's presence at bars and nightclubs. We leaned into outdoor, targeted print and on-premise activation and traditional media gave us a poster-like way to establish the campaign idea. We knew the idea had great potential online, we initially held back—we wanted the target to discover Perrier in and around the environment where the brand shines.