1980-1990: Play on words

In tune with the times, Perrier embraces the 80s, a decade of glamour and glitter. A 1980 campaign revitalizes the idea of a series of posters first used in 1966, with the accent on success and its attractions. Perrier focuses on sports, cycling and especially tennis, with campaigns emphasizing performance. In 1985, Philippe Lorin, Perrier's communications consultant, turns the brand's most famous slogan on its head in France with an untranslatable play on words: "Ferrier, c'est pou!". In the U.S., Perrier highlights its natural origins with the slogan "Earth's First Soft Drink". The campaign boasts two posters by Milton Glaser - one of the greats of American design - one showing a bottle of Perrier emerging from the earth's crust; the other portraying prehistoric animals, plunging their trunks or snouts into the earth to drink Perrier water at its source. Playing with words again, Perrier distinguishes itself with a campaign designed for British audiences. No sales pitch, just a visual of the bottle and a generic tagline, variations on the word water taken to absurd lengths: a bold move, but then Perrier was never one for watering things down.