Cannes Lions

PERRIER WATER

OGILVYINTERACTIVE WORLDWIDE, New York / PERRIER / 2001

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To generate a younger, more hip brand for Perrier, we redesigned the Perrier website using a bold navigation scheme that makes you think twice about the brand. YESHIGETGO101 works as the navigation for the site. The "word" is composed of the titles for the five main content areas. YES contains party guides and drink recipes. HI provides users with an e-postcard functionality. GET is an e-commerce area, which Perrier is in the process of developing. GO contains reviews and addresses for popular restaurants in major US cities. 101 presents the history of Perrier, what its made of, and the answers to some frequently asked questions. Each of these composite words also touch upon a core attribute of the Perrier brand: YES = fun-loving; HI = social; GET = curious; GO = adventurous; and 101 = educated. So, apart from being an unexpected navigation device, YESHIGETGO101 stands as an emblem for the new digital Perrier. Together with impactful photography (that communciates a kind of wit by juxtaposition), and a light, bubbly design, the site works synergistically with off-line advertising efforts - presenting Perrier as young, smart, trendy and fun.

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