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Perrier Says No to Ordinary With a Bold 2017 Digital Push
Perrier's Say No to Ordinary campaign is a digital short-film series produced by Mazarine and launched in France on 22 March 2017, using five mobile-first films set in recognisable everyday environments — a subway platform, an office meeting, and an airport — to position the sparkling water brand as the antidote to mundane routine.
The campaign arrived as a deliberate expression of Perrier's longer-running brand philosophy: presenting itself as unconventional, sensual, and culturally distinctive rather than functional. Rather than advertising a product attribute such as taste or hydration, the creative strategy centred on attitude. The five digital assets each dramatised a moment in which ordinary life could be interrupted and elevated, with Perrier as the catalyst for that shift. The unifying campaign hashtag, #SayNoToOrdinary, served as both a social call to action and a succinct encapsulation of the brand's voice across Twitter, Facebook, and Instagram, as documented by Clapboard.
In France, where the campaign was first published, Perrier occupies a culturally specific position: a heritage sparkling mineral water brand with global recognition, produced at the Source Perrier in Vergèze, yet perennially challenged to remain relevant to younger urban consumers. The 2017 campaign directly addressed that tension. Media planning and programmatic distribution were handled by Zenith France, which applied moment-marketing logic — delivering location-specific content to consumers at contextually relevant points in their day, according to Clapboard. A commuter encountered the subway film; an office worker received the meeting-room scenario. The campaign was designed with expansion markets in mind, with Belgium and Canada identified as planned follow-on territories, per Clapboard.
Perrier targeted a younger, urban, connected, creative, and curious demographic with the Say No to Ordinary campaign, as documented by Clapboard. This audience profile reflects a broader shift in how premium non-alcoholic drinks brands compete for attention in France — not on shelf presence alone, but on cultural relevance and digital fluency.
The strategic engine of the campaign was contextual programmatic targeting, executed by Zenith France. As CB News reported on 22 March 2017, the campaign employed moment marketing — matching specific short-film content to the environments in which target consumers were most likely to encounter it. A person on a subway platform received the subway-set film; office content reached people during working hours. This granularity moved the campaign beyond broad awareness and into behavioural precision, a technique that distinguished Perrier's approach from more conventional food and drink advertising in France at the time.
In the competitive landscape of premium sparkling water, Perrier faces sustained pressure from San Pellegrino — also a Nestlé Waters brand — and from domestic French mineral water brands with deep heritage positioning. The Say No to Ordinary campaign chose differentiation through lifestyle rebellion rather than product specification, a choice that reflects Perrier's consistent creative strategy across multiple campaigns since at least 2014, as archived by Clapboard. The global bottled-water market was a growing category in 2017, with volume exceeding 400 billion litres globally and annual consumption growth above seven per cent, according to data cited by foodmag.com.au — context that made standing out within the premium sparkling subcategory both commercially urgent and creatively demanding. L'ADN noted the campaign's approach at launch, recognising its ambition to connect with France's younger, digitally active urban population through format and distribution strategy as much as through creative content.
Iconoclast produced the five short films at the heart of the Say No to Ordinary campaign, working with creative agency Mazarine to bring each scenario to life across digital and social formats, as documented by Clapboard. The production partnership between Mazarine and Iconoclast — a Paris-based production company with a strong track record in premium brand content — shaped the visual and tonal register of the work.
Each film is set inside a recognisable, slightly anonymous urban environment: the subway, the office, the airport. These are spaces defined by routine, waiting, and the suppression of personality — which is precisely what makes them effective dramatic stages for Perrier's creative argument. The brand does not appear as a product being consumed so much as a force that interrupts the grey texture of daily life. The films are built for mobile-first consumption, with pacing and framing calibrated for small screens and short attention spans, reflecting the digital medium strategy that underpinned the entire campaign.
The choice of a short-film format rather than conventional thirty-second advertising speaks to Mazarine's understanding of its target audience in France. Younger urban consumers in 2017 were increasingly resistant to interruptive advertising and responsive to content that offered genuine entertainment value within its platform context. By distributing across Twitter, Facebook, and Instagram — as recorded by Clapboard and reported by influencia.net — the campaign could reach audiences in environments where short-form video was already a native language. The five-asset structure also allowed Zenith France's programmatic strategy to function at a granular level, matching individual films to individual moments rather than delivering a single undifferentiated message to an entire audience.
No independently verified performance data for the Say No to Ordinary campaign has been made publicly available in terms of sales impact, conversion, or brand-lift metrics. The campaign archive on Clapboard records more than 320,000 views, as noted by Clapboard, which reflects sustained professional and creative-industry interest in the work over the years since its March 2017 launch in France.
Structurally, the campaign demonstrates several characteristics that advertising intelligence analysis identifies as markers of durable effectiveness. The programmatic distribution strategy executed by Zenith France was designed to minimise wasted impressions by matching content to context — a methodology that, when properly implemented, consistently outperforms broad-reach digital placements in driving brand recall among target segments. The five-film architecture gave the campaign creative variety without fragmenting its core message: #SayNoToOrdinary remained the unifying thread across every asset and every platform.
The decision to build for mobile-first consumption was well-calibrated to the French digital landscape of 2017, where smartphone penetration among younger urban consumers was high and social video consumption was accelerating. The campaign's planned expansion into Belgium and Canada, per Clapboard, also suggests that internal evaluation of early French-market performance was sufficiently positive to justify cross-border rollout. Taken together, these structural factors — contextual targeting, multi-asset flexibility, platform-native format, and a clear and repeatable campaign idea — provide a coherent basis for the Clapboard Score of 63 out of 100 assigned to this campaign, reflecting competent and strategically sound execution within a competitive non-alcoholic drinks category.
Say No to Ordinary is a digital campaign created by Mazarine for Perrier, launched in France on 22 March 2017. It comprised five mobile-first short films set in everyday environments — a subway, an office, and an airport — using programmatic targeting and the hashtag #SayNoToOrdinary across Twitter, Facebook, and Instagram, as documented by Clapboard.
Mazarine created the Say No to Ordinary campaign for Perrier. The Paris-based agency partnered with production company Iconoclast to produce the five short films, while Zenith France handled media planning and programmatic distribution. The campaign launched in France in March 2017, as recorded by Clapboard.
Zenith France applied moment-marketing logic to distribute Perrier's five short films contextually. As CB News reported on 22 March 2017, specific films were delivered to consumers based on their location and time of day — subway content to commuters, office content to workers — making distribution as strategically precise as the creative itself.
The campaign launched in France and was distributed across Twitter, Facebook, and Instagram, as recorded by Clapboard and reported by influencia.net. Belgium and Canada were identified as planned expansion markets. The digital-only format and mobile-first production made cross-market distribution technically straightforward from launch.
Perrier's Say No to Ordinary campaign holds a Clapboard Score of 63 out of 100. The score reflects structurally competent execution — contextual programmatic targeting, a five-asset creative architecture, and mobile-first production — balanced against the absence of publicly verified performance metrics for the France 2017 digital campaign.
Say No to Ordinary continues Perrier's consistent creative strategy of positioning the brand as unconventional and culturally distinctive, as documented by Clapboard. Earlier campaigns including Melting The Drop by Ogilvy Paris in 2014 pursued similar territory. The 2017 Mazarine campaign updated that approach for a mobile-first, programmatically distributed digital format.
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