Drinks brand Perrier rolled out the green carpet at London nightspot Boujis last week to welcome the city’s most stylish clubbers to an exclusive ‘Perrier Presents…’ event, featuring bespoke Perrier cocktails and music from world-renowned DJ, Dimitri from Paris.
The exclusive evening, coordinated by BEcause Experiential Marketing, was part of a new campaign to position Perrier as the alternative soft drink for adults.
Glamorous Brand Ambassadors dressed in Perrier-green cocktail dresses welcomed guests before handing them a branded poker-chip for a complimentary Perrier cocktail.
The Perrier theme continued inside, with VIP tables filled with miniature Perrier bottles, Perrier’s bottle-shaped trees placed through the club and stylish green wall lighting throughout.
Brand Ambassadors chatted to clubbers about their drinks preferences and identified one of three bespoke Perrier cocktails that would be most suited to their tastes.
The cocktails (designed by cocktail maestro Dale De Groff) were prepared by professional mixologist Rebecca Almqvist and served to guests at their tables. Clubbers, including James Blunt and Kate Middleton, were also treated to a live set by DJ Dimitri from Paris.
Joss Davidge, Marketing Director at BEcause Experiential Marketing, comments: “The idea of creating a dedicated Perrier evening in Boujis, one of London’s top clubs, was a great way to engage in conversation directly with target consumers at the ultimate point of consumption.
It allowed us to position the brand as an alternative soft drink or mixer, enjoyed by all the coolest people in the most exclusive places.”
About BEcause Experiential Marketing
BEcause Experiential Marketing is the UK’s fastest growing major experiential agency (Source: Marketing FM League Tables 2007), and the UK’s most awarded experiential agency in 2005 and 2006. In 2007, BEcause was voted Experiential Agency of the Year at the Impact Awards (P&I/Marketing) and Brand Experience Agency of the Year at the GRAMIAs (The Grocer).
BEcause creates engaging, real-life interactions between brands and consumers, designed to shift perceptions and change behaviour. The agency specialises in designing opportunities for brands to stage powerful engagement moments with consumers – finding fresh ways to talk with them, not at them, thereby building deep and lasting connections.
BEcause employs 50 staff and provides clients with access to over 3,000 quality Brand Ambassadors through its internal staffing division. Clients include Scottish & Newcastle UK, Procter & Gamble, npower, Superdrug, Nestlé, Danone Waters, E&J Gallo, E.On, AOL and innocent.
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