The Perrier campaign titled "Perrier transforms Shanghai Metro into a jungle" leverages an immersive outdoor activation to convey a brand proposition centered on playful sophistication and a connection to nature. By transforming the South Huangpi Road Metro station into a dynamic jungle environment featuring giant tree-like pillars that light up and emit a lion’s roar, Perrier positions itself as a refreshing, vibrant, and artistically inspired beverage that brings a moment of natural escape into an urban setting. The inclusion of the limited edition PerrierXWild bottles, designed by artist Juan Travieso alongside lifestyle objects, reinforces a curated, design-forward identity aimed at consumers who appreciate creativity and exclusivity.
Strategically, the campaign taps into the daily urban commute experience, targeting a metropolitan audience in Shanghai who are likely to encounter routine travel as a mundane part of their day. By disrupting this routine with an interactive, sensory, and visually striking installation, Perrier engages consumers in a memorable way that elevates brand interaction beyond traditional advertising. The choice of a prominent public transit location maximizes exposure and captures a diverse demographic, while the artistic collaboration and limited edition packaging appeal to lifestyle-oriented consumers seeking unique and culturally relevant experiences. This creative angle aligns Perrier with modern urban sophistication and natural elements, differentiating it in the competitive non-alcoholic drinks market by emphasizing both artistry and immersive engagement.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign distinctly fits the "Symbolize the Benefit" format. Rather than telling a product story or showing a literal demonstration, Perrier leverages an artistic, immersive transformation of a metro station into a lush jungle—complete with giant trees, lighting effects, and animal sounds. This visually and sensorially dramatizes Perrier’s "wild," refreshing, and vibrant qualities. The signature jungle motif symbolically communicates the brand’s energizing, exotic, and invigorating effect, aligning with the limited-edition "PerrierXWild" launch. No narrative arc, problem-solution, testimonial, or direct comparison is present; instead, symbolic immersive visuals deliver the product benefit experientially. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Evian – Market Positioning
Evian positions itself as a premium natural mineral water brand focused on purity and health benefits. It emphasizes its origin from the French Alps, appealing to consumers seeking a luxury lifestyle and wellness. Evian leverages clean, crisp, and natural imagery, targeting affluent and health-conscious demographics globally.
2. San Pellegrino – Market Positioning
San Pellegrino differentiates itself through its Italian heritage and sparkling mineral water with a refined taste, often associated with fine dining and gastronomy. The brand targets sophisticated consumers who appreciate premium quality and elegance, enhancing meal experiences with its unique mineral composition.
3. Voss – Market Positioning
Voss markets itself as a stylish, modern premium bottled water brand known for its distinctive cylindrical glass bottle design. It appeals to urban, design-savvy, and health-conscious millennials seeking purity with an aesthetically pleasing product as a fashion statement and status symbol.
4. Nestlé Pure Life – Market Positioning
Nestlé Pure Life focuses on accessibility and affordability while emphasizing quality and safety. It targets mass-market consumers in emerging economies and families seeking trusted, clean drinking water options. The brand leans heavily on corporate trust and widespread availability.
5. Fiji Water – Market Positioning
Fiji Water prides itself on its natural artesian source from the remote Fiji Islands, marketing the brand as exotic and pristine. It is positioned as ultra-premium, appealing to consumers who desire exclusivity, luxury lifestyle, and exceptional taste backed by a unique geographic story.
Q: What is Perrier transforms Shanghai Metro into a jungle about?
A: Perrier transforms Shanghai Metro into a jungle is a 2017 outdoor campaign created by Havas for Perrier in China. The campaign transformed Shanghai’s South Huangpi Road Metro station into an immersive jungle environment to promote the PerrierXWild limited edition, designed by artist Juan Travieso. The installation featured metro pillars decorated as giant trees with artificial treetops, lighting effects that responded to passenger movement, and the sound of a lion’s roar. The campaign also showcased six limited edition bottles and five lifestyle objects, turning a routine commute into a memorable brand experience for urban travelers.
Q: What creative device does Perrier transforms Shanghai Metro into a jungle use?
A: Perrier transforms Shanghai Metro into a jungle employs the Symbolize the Benefit format, as classified by Clapboard’s 12-format taxonomy. Instead of a direct product demonstration or narrative, the campaign uses exaggerated, immersive visuals—transforming a metro station into a lush jungle with interactive lighting and sound—to symbolically convey Perrier’s wild, refreshing, and vibrant qualities. This creative approach dramatizes the product’s positive impact experientially, aligning the brand with energy, exoticism, and artistic flair, and delivering the benefit through sensory engagement rather than explicit messaging.
Q: What is the campaign proposition for Perrier transforms Shanghai Metro into a jungle?
A: The campaign proposition for Perrier transforms Shanghai Metro into a jungle centers on positioning Perrier as a brand of playful sophistication and a conduit to nature within the urban landscape. By turning a busy metro station into a dynamic jungle, Perrier speaks to metropolitan commuters seeking moments of escape and creativity in their daily routines. The collaboration with artist Juan Travieso and the display of limited edition bottles and lifestyle objects reinforce a design-forward, exclusive identity, appealing to consumers who value creativity, artistry, and culturally relevant experiences in the competitive non-alcoholic drinks sector.
Q: How does Perrier transforms Shanghai Metro into a jungle rank in Clapboard's archive?
A: Perrier transforms Shanghai Metro into a jungle holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Perrier's category?
A: In the premium bottled water category, Perrier competes with brands such as Evian, which emphasizes purity and luxury lifestyle rooted in its French Alps origin; San Pellegrino, known for its Italian heritage and association with fine dining; Voss, which appeals to urban, design-conscious consumers with its distinctive bottle and modern image; Nestlé Pure Life, which targets mass-market families with a focus on accessibility and trust; and Fiji Water, positioned as an ultra-premium choice with an exotic artesian source and a narrative of exclusivity.
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