The Perrier campaign "Say no to ordinary," launched in France in 2017, positions the brand as a refreshing alternative to the mundane and uninspiring aspects of daily life. It leverages the familiar scenario of the daily commute on the Paris metro—a setting often associated with discomfort, monotony, and sensory overload—to highlight a shared cultural frustration with the ordinary. By tapping into the universal experience of crowded, unpleasant public transport, the campaign frames Perrier not simply as a beverage but as a departure from routine and an invitation to embrace something unexpected and stimulating.
The creative strategy revolves around dramatizing the contrast between the dreariness of everyday environments and the brand’s promise of liveliness and distinction. Using relatable, slightly humorous storytelling infused with sensory details and social observations, the campaign appeals to urban professionals who endure such daily challenges but seek moments of refreshment and individuality. This approach enables Perrier to resonate with a lifestyle-oriented audience that values authenticity and moments of escape from conventional norms.
By employing digital channels and relatable content such as a video centered on metro experiences, the campaign connects with a digitally engaged demographic likely accustomed to sharing everyday frustrations while aspiring for improvements in their routine. The emphasis on rejecting “ordinary” aligns with Perrier’s longstanding brand identity of being sophisticated and spirited, reinforcing its value proposition as a vibrant, non-alcoholic option that transforms ordinary moments into something more memorable. Overall, the campaign functions as both a cultural commentary and a call to action that positions Perrier as a symbol of refreshment and distinction within the competitive non-alcoholic drinks market.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign clearly fits the "Show The Problem" format: the narrative centers on the monotony and discomfort of daily commutes ("train train quotidien," "c’est d’un ordinaire") using relatable, almost comically mundane details of metro and office life. The campaign’s explicit call to "Say no to ordinary" positions Perrier as a direct response to this tedium. The creative repeatedly foregrounds the dullness of everyday routines, then offers Perrier as the vibrant, exciting alternative—solving the problem of an ordinary, uninspired lifestyle. No story arc or overt symbolism dominates; instead, the product is the antidote to the established, highly relatable problem.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. San Pellegrino – Market Positioning
San Pellegrino positions itself as a premium sparkling mineral water brand emphasizing its Italian heritage, natural mineral content, and association with fine dining. It differentiates through elegant packaging and partnerships with haute cuisine, targeting consumers seeking sophistication and a luxury lifestyle experience.
2. Evian – Market Positioning
Evian stands out by highlighting its pure, natural spring water sourced from the French Alps. The brand focuses on health, wellness, and hydration, promoting a clean, fresh, and youthful lifestyle. Evian’s positioning is built on purity and natural origins, appealing to environmentally conscious and health-oriented consumers.
3. Badoit – Market Positioning
Badoit emphasizes its natural sparkling mineral water with naturally occurring fine bubbles, marketed as a refined, gastronomic companion. It targets consumers who appreciate tradition and quality, distinguishing itself through heritage, French origin, and the unique mineral composition that enhances food pairing experiences.
4. La Croix – Market Positioning
La Croix differentiates itself primarily in the U.S. market with vibrant, flavor-forward sparkling water options that are calorie-free and naturally essenced. The brand appeals to younger, health-conscious consumers looking for a fun, flavorful alternative to sugary sodas, positioning itself with modern, playful branding.
5. Voss – Market Positioning
Voss differentiates through its sleek, minimalist Scandinavian design and focus on premium artesian water sourced from Norway. Its market positioning targets upscale consumers valuing style, purity, and status, blending luxury aesthetics with a message of health and natural excellence.
Q: What is Say no to ordinary - Subway, Say no to ordinary - Office about?
A: Say no to ordinary - Subway, Say no to ordinary - Office is a digital campaign launched by Perrier in France in 2017, created by the agency Mazarine. The campaign targets the non-alcoholic drinks market and centers on the monotony and discomfort of daily commutes, particularly in the Paris metro and office environments. Through five digital media assets, it humorously dramatizes the frustrations of routine urban life and positions Perrier as the refreshing antidote to this everyday tedium. The creative leverages relatable scenarios to invite consumers to break free from the ordinary and embrace moments of originality and excitement.
Q: What creative device does Say no to ordinary - Subway, Say no to ordinary - Office use?
A: Say no to ordinary - Subway, Say no to ordinary - Office employs the Show The Problem format, as classified by Clapboard’s 12-format taxonomy. The campaign foregrounds the relatable, often dreary realities of daily commutes and office routines, using humor and vivid social observations to highlight the problem of an uninspired, repetitive lifestyle. Perrier is then presented as the solution—a vibrant, refreshing alternative that disrupts the ordinary. This direct approach, without heavy symbolism or narrative arcs, aligns with the Show The Problem format by clearly establishing the issue and positioning the product as the answer.
Q: What is the campaign proposition for Say no to ordinary - Subway, Say no to ordinary - Office?
A: The campaign proposition for Say no to ordinary - Subway, Say no to ordinary - Office is to position Perrier as a lively and distinctive alternative to the mundane aspects of daily life. By dramatizing the shared frustrations of crowded commutes and uninspiring office routines, the campaign speaks directly to urban professionals seeking moments of refreshment and individuality. The strategic message is that Perrier is not just a beverage but an invitation to escape routine and embrace unexpected, stimulating experiences, reinforcing the brand’s identity as a symbol of sophistication and spirited living in the competitive non-alcoholic drinks market.
Q: How does Say no to ordinary - Subway, Say no to ordinary - Office rank in Clapboard's archive?
A: Say no to ordinary - Subway, Say no to ordinary - Office holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Perrier's category?
A: In Perrier’s category, key competitors include San Pellegrino, which emphasizes premium Italian heritage and fine dining associations; Evian, known for its pure Alpine spring water and focus on health and wellness; Badoit, which highlights its refined French sparkling water and gastronomic tradition; La Croix, which appeals to younger, health-conscious consumers with flavor-forward, calorie-free options and playful branding; and Voss, which targets upscale consumers through minimalist Scandinavian design and a message of purity and status. Each brand carves out a distinct position within the competitive landscape of non-alcoholic drinks.
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