Promotion: Experiences, Images Arousing Consumer’s Emotions

Promotion: Experiences, Images Arousing Consumer’s Emotions  

       

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.

The ultimate refreshment when things turn hot !