Ogilvy & Mather picks up global Perrier business

Ogilvy & Mather has picked up the global Perrier mineral water account from Publicis. At the same time, Perrier distributor Nestlé is understood to have handed the launch for a new mineral water brand to Publicis.

The win does not include the advertising for Buxton and Vittel in the UK.

While Perrier has not invested heavily in advertising its main brand in the UK, agency sources say it is likely to spend at least 2m in the UK next year.

O&M’s Paris office is likely to be lead agency on the business – O&M Paris held the account in France, one of the most prestigious in the French advertising world, before losing it to Publicis some years ago.

The famous Perrier ads, with their play on the French word for water, “eau”, are likely to continue in English-speaking markets. The company revived the strategy after another campaign from Publicis, dropping the word-play three years ago, appeared to fail. The “eau” strapline was originally created by Leo Burnett.

At the same time, Publicis is poised to pick up the international launch of Nestlé water. The company’s own brand is in markets throughout the world and a German launch is planned next month. The water’s mineral composition will be varied, depending on where it is sold, and on regional tastes. A water with a lower mineral content will be produced for children.

Nestlé has been criticised by French trade unions for trying to move production away from traditional spring water sites and for undermining more traditional mineral water brands.