Perrier: The story of eau - IPA Effectiveness Awards Case Study 1986

Brief Description: Advertising between 1978 and 1985 examined to show achievement of the advertising in establishing the market. Paper covers three phases; early market development (1974-82); recruiting new adult users (1983-4); promoting loyalty to heavy users by reviving the 'eau' theme (Christmas 1984 onwards). Brand awareness improved. Brand's distinctive image shown by qualitative research. ;---(TAGS)--- Full Title: The story of Eau - the key to Perrier's success ; Number: 1986/15 ; Brand Name: Perrier ; Client: Perrier ; IPA_ProductCoding: Drink (Mineral water) ; Agency: Leo Burnett ; Author: Rosie Wilson ;