Perrier campaign drives home sex appeal message

HONG KONG: "Be always thirsty for desire!" is the message of a

large-scale print campaign devised for imported mineral water brand,

Perrier, by local hotshop Triangle Pacific Hong Kong.

The campaign is launching less than a month after the agency won the

account, thought to be worth at least USdollars 1 million, from

incumbent Ogilvy & Mather.

Triangle Pacific executive creative director Rodney Tam said the slogan

for the campaign was natural for Perrier because "people desire to drink

Perrier just like people desire sex, power and enjoyment".

The strategy was to give life to the bottle and associate it with the

desire for sex, power and enjoyment, with the brand proposition being

"stay alive to your natural desires", Tam said.

The placing of the product in different poses, helped achieve the

campaign objectives, he claimed.