This Brand Anatomy Scheme reflects speicific features for all the three brands enhancing their differences and somewhere similarities. This is the last slide of our brand audit. Here we would like to draw the line and emphasize one more time that it was a pleasure to work on analysing brands with such strong personality and equity.
Beyond the different associations to stand out from the other competitors, brands have to push further their personality and catch customer’s attention in order to build special bonds, enhance awareness, recall and recognition.
Discrepancies between brand image and reputation desired by the company and the way consumers perceive the brand might be fatal. Brands must also be coherent, operating in accordance with their identity and history in order to retain their loyal customers.
Badoit, Perrier and San Pellegrino have built three well-defined brand personalities as well as different communication strategies but always kept their identity through years. Advertising campaigns through association of emotions and feelings combined with co-branding or endorsement are used as tools to highlight the brand’s positioning.
Loyal Perrier consumers are fans of its unchanging green bottle, half-round label and refreshing taste. Perrier always aimed at keeping its identity and being a young, dynamic and attractive brand since its creation. Through large communication campaigns for appealing to consumers and stay up-to-date, Perrier has always emphasized its unique and clear positioning. Throughout the years, Perrier advertising campaigns are known to be revolutionary, often bringing a feminine and sexy touch, sometimes a little bit too forward-thinking, ahead of its time.
Here is a censored video from 1976:
In 2012, Perrier reaffirmed its brand image as fresh, young, urban and also sexy and strengthened its position thanks to a big campaign on “Le Club Perrier”:
As regards Badoit, the different advertising campaigns were principally associated with the meal and the family. The last buzz “Badoit Express” with Star Chef Thierry Marx highlights the desire of the brand to keep its position in the high-end market of beverage and the haute-cuisine. Here we can clearly see that the brand wanted passengers to live an experience reflecting Badoit’s universe of refinement and conviviality.
Badoit also want its positioning to be perceived internationally. The brand’s wbsite offers tips regarding table placements.
As well as Badoit, San Pellegrino brand manager defines its brand as “instantly recognizable by its find bubble and subtle mineral aromas and is found on the tables of the world’s top restaurants”.
Nowadays, brands of sparkling water expanded and diversified methods for information diffusion in terms of advertisement and promotion, not only by traditional channels such as TV, billboard, cinema, but also be focus on social media and events.
The higher the rating is, the hotter the campaign. It is the best description for the promotion by Youtube. For example, campaign of Perrier looks so fantastic. It completely convey the image of Perrier – crazy, passionate, sexy for audiences. For people, they watch, but more preciously, they appreciate the video. They like to discuss and share with friends. Moreover, the contribution of youtube is also important. Because of high rating of video, youtube is a more accessible and a good platform for brands in communication.
In communication with customer, Badoit has tourism activities to
organize customer to visit their springs. It wants to convince customer for his
high quality and elegance. It gives confidence for customer. Nowadays,
Badoit brand management has dictated that: Badoit will be significantly boosting
its investment in social media to drive consumer engagement. Plus, sparkling water brand, such as San Pellegrino,
offer much information about its events and shares their event diary on
Facebook. The efficiency and effectiveness surprise everybody.
Here is an example of one people posting a personal post encouraged by
the San Pellegrino Facebook campaign.
The consumer can express its relation to the brand in his/her everyday
life and thereforebecomes engaged in the brand page, in the brand name itself
and is led to make new posts, then having new San Pellegrino moments by
purchasing.
Besides its low cost and thanks to its high effectiveness, Facebook is a
real valuable tool for communication and improving the social meaning of the
brand names. As per Twitter or Pinterest, it is the same concept. Social media has
become a tool of enhancing customer’s awareness and knowledge of brands through
information and the transmission of experience as well as a tool to measure
company’s reputation and customers engagement, in order to increase sales and
profit.
Finally, the use of social media by creating events and interaction with
the customers can optimize the image of the brand in customer’s mind.
The tagline of San Pellegrino is “Vivre en Italien” (“Live in Italian”). It is a tagline which invites you to experience the glamorous Italian lifestyle. This tagline is simple and meaningful, so it can be used for a long time. It is a very powerful slogan, because it immediately draws a picture of Italy in a customer’s mind in its best features: conviviality, food culture and fine life, when they hear or see the brand San Pellegrino.
Perrier
“Perrier, c’est fou!” (“Perrier, it is crazy!”). This tagline describes Perrier as a brand in the best way, naming one of its major characteristics – craziness. Perrier is a fun, risky, sexy, crazy brand, at the same time subtle and elegant. This tagline has been used for 20 years and then came back again after a break, because of its emotional relevancy in portraying Perrier.
Badoit
Badoit, Y a d’la joie (There is happiness). Badoit positions itself as water which subtle bubbles bring joy and happiness to people. The tagline it uses for advertising campaigns basically directly emphasizes this feature.
The three brands have most points of parity at the
level of the products range. They are providing similar products, in similar
formats and shapes and mostly sold at supermarkets but also in bars and
restaurants. Perrier however has a point of difference here: it produces water
in cans, smaller bottles and is more present in night clubs.
Perrier
and Badoit have a point of parity – aromitized sparkling water, that is their
point of difference from San Pellegrino, it only produces lemonade under the same
brand name.
In pricing these brands are executing skimming strategy
– they are higher than the average market price (and the market leader - Salvetat), but they can afford it due to
high differentiation from other brands and strong brand equity.
Packaging, Design & Innovation
Badoit have a luxury collection: delicate box package. The design o their new PET bottle meets the needs of resorts with outdoor and poolside restaurant operations. They defined their product as ‘delicate bubbles” and reputation as “the champagne of water”. In all, Badoit positions in high end market, especially in a fine haute cuisine.
In term of innovation and trend-spotting, Perrier has diversified in alcohol with Mixology by Perrier and has started cooperating with clubs, bars, hotels and event spaces. The message is simple: When you see Perrier, you will be in a right place. Perrier aspire to become an inescapable reference of urban nightlife and international cultural trends.
For example, San Pellegrino has become a strong promoter of innovative collaborations on themes related to fine dining, tasting and combinations with foods, such as “The World’s 50 Best Restaurant” or “S Pellegrino Cooking Cup”. Today, these events are very popular and foster the image of S Pellegrino as Italian Style of Living in people’s mind.
