Perrier vamps up its image
By CHRISTINA OCCHIPINTI:: October 24, 2006

Perrier, the maker of French sparkling water, has taken to making its green and yellow label sex-IER in an effort to draw younger consumers to the brand.

Beginning this week, keep an eye out for the Perrier bottles with new brand names, like “Prettier,” “Riskier,” “Sassier,” “Scarier,” “Crazier,” and “Luckier.”

The 1-year, $10 million ad campaign will be featured in New York and Los Angeles, and will roll out to Miami soon thereafter. Perrier drinkers in Miami will be treated to different phrases, like “Sunnier,” “Sexier,” “Flirtier,” and “Manlier.”