1950-60: Incredible talent

After the war, Perrier sparkles anew. Jean Davray, a man of letters, breathes new life into the message and image of the little bottle from Vergèze. He calls on the top poster designers of the day - Carlu, Cassandre, and of course Villemot, who from 1954 on designs some of the greatest posters in Perrier's advertising history. Perrier's image as a great brand remains, but a more democratic bent is also evident. When the Langelaan and Cerf Agency takes over from De Plas in 1954, Jean Davray takes a new tack, imbuing ads with a madcap, ironic humour that often spills over into zaniness.