San Pellegrino
“
Conviviality, Italian Elegance and Fine dining”
Throughout the years, the brand
always highlighted the importance of
sharing around the table with family and friends, in the Italian and refined
way. We can notice that most of the brand’s advertising campaigns refer to
emotions or feelings related to abundance, joy of life, refinement …
The brand’s slogan “ Live in Italian” is much more than an
invitation to the Italian culture but an invitation to a complete experience
and lifestyle. The company has created a new website for “ true Fine Dining
Lovers” so they can extend the San Pellegrino experience.
The water is mostly associated
to meals and the brand considers itself the favorite sparkling water of the
celebrities.
In general, San Pellegrino is
promoting the Italian style of fine living and is strongly involved in several
gastronomy events and contests but also in Fashion, Design & Arts,
particularly with its different partnerships with Ferrari, Missoni or Ferragamo
for example.
The 2012 limited edition
“Cinema” for the Cannes film festival, a tribute to the “Dolce Vita”
illustrates the involvement of the brand in the artistic sphere among
celibrities and high end people.
The brand’s ingenious
association with Bulgari in the 2011 limited edition "S. Pellegrino
sparkles with Bulgari » confirmed their desire of maintaining the
image of an elegant, high end and refined brand name.
Moreover
the brand kept the same label and visual brand identity since its creation in
the late 19’s which can be interpreted as a sign of stability among the
customers which will facilitate the company to build their brand equity and
gain customer’s loyalty.
Perrier
“Elegance, Sparkling, Refreshing with a pinch of madness
…”
Perrier is a brand name as old as San Pellegrino but
position itself a little bit less according to tradition and historical
know-how. The brand identifies itself as a fresh, modern and innovative brand.
The brand has always been involved in Contemporary
Arts, Design and Sport and integrated it into their internal marketing. The
original brand advertisement campaigns of Perrier were the fruit of
collaborations with artists and designers like the painted posters by B.
Villemot or, more famous, Andy Wharol. The brand’s sponsorship with the Rolland
Garros Tennis Championship is well-known.
The last advertising campaign was focusing on the
primary qualitative definition of the Perrier sparkling water: intense
refreshness which is illustrated and demonstrated (see the picture above). The
brand refers then to the feelings or emotions of extreme freshness, wellness
and desire, often connoted to sex.
Some other associations with modern trends and
celebrity such as limited collections illustrated by the iconic Dita von Teese
show the desire of the brand to position as a modern, open-minded.
With its digital multicultural magazine
SocietePerrier.com, Perrier anchors its identity in arts, music, nightlife …
the urban lifestyle. Perrier sparkling water is first of all a beverage
with digestive quality. However Mixology by Perrier differentiates the brand to
the other. The willingness to push forward the limits and to seek for
diversification represents the brand.
Badoit
“Elegance, Happiness and Refinement at the Table”
Badoit is a history, a know-how whose benefits were very early estimated
as exhilarious and digestive. Throughout the years, the brand maintained their
brand identity strategy around happiness, wellness and lightness.
Like San Pellegrino, the brand associates itself to the meal and
promotes its water thanks to its taste which can accompany several food
flavours.
The Badoit sparkling water is strongly connected to the catering sector
(bars, cafés & restaurants). French Star Chef Thierry Marx explains that he
likes serving Badoit at the table because
“the taste of Badoit is unique, an aromatic uniqueness as well as a very
singular texture, it is almost a signature taste in itself. Its bubbles are
fine but energetic, never a lull to be seen... with them, daily routine turns
into a dance and they awaken the slightest ingredient”.
Chef Thierry Marx, ambassador of the brand, took part in the Badoit Express Experience which was a very interesting concept. The idea of an improvised dinner with foreign people in an unusual place was quite original as it dealt with emotions and feelings. People had the opportunity to test different dishes accompanied with Badoit water.
Chef Thierry Marx, ambassador of the brand, took part in the Badoit Express Experience which was a very interesting concept. The idea of an improvised dinner with foreign people in an unusual place was quite original as it dealt with emotions and feelings. People had the opportunity to test different dishes accompanied with Badoit water.
Perceptual Map – Badoit , Perrier, San
Pellegrino
Even though the three brands
are direct competitors, we can clearly notice how different Perrier, Badoit and
San Pellegrino position themselves in the market through associations and
emotions. We can though notice some points of parity such as elegance,
refinement or the association to the meal for San Pellegrino and Badoit instead
of Perrier which focuses on a fresher and younger positionning.
We can also notice the
communication around glamorous lifestyle from San Pellegrino and Perrier
instead of Badoit always reinforcing its positionning around the meal and the
gastronomy.
The most important for a brand
is to reflect the image it wants to be. There should not be discrepancies between brand image and
reputation desired by the company and the way consumers perceive the brand
otherwise it might be fatal.
Below you can see the Kapferer's Prism, where you can see brand identity of our three key brands. (San Pellegrino in blue; Badoit in red; Perrier in green)
Below you can see the Kapferer's Prism, where you can see brand identity of our three key brands. (San Pellegrino in blue; Badoit in red; Perrier in green)
