french school kids playing - perrier print ad
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Emotional Story Telling | Perrier

Copy in ad above:
What if the planets had never aligned in an ancient sky? Or flowers had waited another year to start growing? Suppose the sun didn’t warm the earth each spring? There may never have been a town called Vergeze, or a spring called Perrier. But, luckily, everything happened just right.
It’s perfect, it’s Perrier.

Here are a few more ads in this unforgettable, emotionally-charged branding/positioning campaign from Perrier in 1989…

woman sitting in french park - perrier print adCopy in ad above:
What if there were five seasons instead of four? And two moons instead of just one? Suppose a prehistoric rain had come in March instead of April? There may never have been a town called Vergeze, or a spring called Perrier. But luckily, everything happened just right.
It’s perfect, it’s Perrier.

french goose farmer - perrier print adCopy in ad above:
Maybe it’s because lightning lit up the sky that day. Or because the polar wind cooled a long-forgotten continent two eons later. Or could it be because the sky turned out blue, and grass green? All we really know is, whatever had to happen happened just right. In a town called Vergeze. At a spring called Perrier.
It’s perfect, it’s Perrier.


Copy in video above:
(Open to 9 seconds of flute music)
If the earth had been tilted a little bit more to the left, it probably wouldn’t have happened.
(Several seconds of music)
If the continents had waited a day or two to start drifting, it’s doubtful.
And if the rain hadn’t fallen that day, or the moon hadn’t been full, who knows?
There might not be a town called Vergeze.
(Music)
Or a spring called Perrier.
But luckily, everything happened just right.
(Several seconds of music)
It’s perfect. It’s Perrier.

Copy in video above:
(Open to 9 seconds of flute music)
Maybe it’s because meteors fell from the sky that night.
Or because a day is only 24 hours long.
Or could it be because air turned out lighter than water?
All we know is, whatever had to happen, happened just right.
In a town called Vergeze.
At a spring called Perrier.
(Several seconds of music)
It’s perfect. It’s Perrier.

Source:The One Show Awards 1989, Lurzer's Archive 1989, https://youtu.be/L4vcE4qIFOg

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Randy is a print designer, web developer, graphic illustrator, copywriter, and advertising fanatic based in Asheville, NC. Have ad-related questions, comments or possible projects you'd like to discuss? Email [email protected]
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