1970-1980: Zany Perrier!

The 70s - dawn of postmodernism: certainty fades, rules shift shape. Perrier adapts with several campaigns, each as distinctive as the next. Casting an unflappable maître d'hôtel, taking conceptual art as a reference point, or turning language on its ear - Perrier ads create a lasting impression with astounding creativity and freedom. In 1976, Jean Davray comes up with the perfect slogan for this unbridled era: "Perrier, c'est fou!" (zany Perrier!). For its U.S. launch, the bottle plays up its French origins yet clearly takes New World culture to heart, featuring images - from Louisiana, New York, Montana - saturated with local colour.