Kronenbourg’s How To: Taste the French Way of Life uses a cultural tutorial to blend lifestyle with brand sophistication, archived in Clapboard’s global ad
Mona Lisa - Perrier | Clapboard Ad Archive
Perrier’s 2019 campaign Mona Lisa, created by Rosapark for the French market, is a masterclass in marrying heritage with contemporary brand identity within the non-alcoholic drinks category. By invoking the universally recognized icon of Leonardo da Vinci’s Mona Lisa, the campaign leverages what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format—using the cultural weight and mystique of this masterpiece to position Perrier as more than just sparkling water, but as an experience steeped in sophistication and sensory intrigue. The campaign’s single film asset distills elegance and refinement through visual storytelling that speaks directly to discerning French consumers who value both premium quality and cultural resonance. Rather than adopting a conventional narrative or problem/solution structure, the campaign opts for a clever visual homage that aligns Perrier’s effervescent character with the enigmatic smile and timeless appeal of the painting, thereby elevating the brand’s lifestyle credentials. The creative approach is subtle yet confident, embedding the brand into the high-culture sphere without alienating its playful and accessible spirit, a balance that Rosapark has long championed in Perrier’s advertising legacy. This campaign also exemplifies a strategic local resonance by crafting all elements in French, ensuring authenticity in communication while underscoring Perrier’s French origins and premium positioning. The campaign’s integration of art and refreshment challenges the conventional boundaries of food and drink advertising by inviting consumers to engage with Perrier as a stimulus for curiosity and sensory pleasure, rather than a mere thirst quencher. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how beverage brands can leverage iconic cultural symbols in a borrowed format to craft sophisticated brand narratives that resonate deeply with local markets while maintaining global appeal.
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