At Toronto Fashion Week, two new Perrier sparkling water products were launched in slim cans. The sparkling mineral water drinks now come in Perrier Lemon and Perrier L’Orange types that are specifically designed to appeal to young Millennial consumers who desire portable refreshments.
In addition to its presence at Fashion Week, Perrier also reached out to select social media influencers with personalized 'Refreshment Kits' containing the two new beverage flavors. Influencer outreach is fairly new to the sparkling mineral water brand, but it's a strategy that's right in line with reaching out to this new and highly connected demographic.
Many young consumers are exhibiting preferences for flavored water and effervescent beverages over alcoholic drinks, which may be attributed to the rise of health consciousness, a desire for premiumization and exotic flavors.
Sparkling Water Cans
Perrier Sparkling Water Now Comes in Two Fun New Flavors and Slim Cans
Trend Themes
1. Flavored Water Preference - The rise in preferences for flavored water and effervescent beverages over alcoholic drinks presents a disruptive innovation opportunity for beverage companies.
2. Influencer Outreach - The use of personalized 'Refreshment Kits' and influencer outreach by Perrier highlights the disruptive innovation opportunity for brands to engage with highly connected demographics.
3. Health Consciousness - The growing trend of health consciousness among young consumers opens up disruptive innovation opportunities for brands to develop premium and exotic flavored beverages.
Industry Implications
1. Beverage Industry - The rise in flavored water preferences presents a disruptive innovation opportunity for companies in the beverage industry.
2. Marketing and Advertising Industry - The use of influencer outreach and personalized kits by Perrier showcases the disruptive innovation opportunity for marketing and advertising agencies to engage with young, connected demographics.
3. Health and Wellness Industry - The trend of health consciousness among young consumers offers a disruptive innovation opportunity for companies in the health and wellness industry to develop and promote premium and exotic flavored beverages.