Created by Ogilvy Paris, the new Perrier campaign starring Dita Von Teese has created a buzz on the Internet. The campaign is based on the concept of The Perrier Mansion. A website has been created for the campaign and reflects pretty well the Dita Von Teese influence. The creative work is wonderful, combining high quality video with interactivity with viewers. I invite you to visit www.perrierbydita.com and I challenge you to find her in the Perrier Mansion.
Generally, brands using celebrities choose them according to its own identity. When it is not the case, the gap between the muse's and the brand's image makes the campaign unbelievable by consumers.
In this case, Perrier had been loosing his identity for few years and really needed a strong campaign to set up its new image. They chose Dita Von Teese as its muse and adapted the brand to her atypical image. I believe that it is a great campaign but at the same time, it is going to be hard for Perrier to keep up with its new sexy identity.
Here is an explicit video to show you this campaign's sexy atmosphere:
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