perrier
holiday partnerships|yes mural | block party activations |dirty circus variety show
In 2016, Yes Etc launched a long-term partnership with Perrier, conceived by a mission to expand the brand into dance party scenes and cocktail culture with a focus on reaching young consumers in creative communities. Throughout our five year relationship, our collaborations with Perrier have taken many forms from viral mural contests and live circus shows to digital dance parties and holiday pageant spectaculars.
HOUSE OF YES XMAS SPECTACULAR
december 2016 - 2019 | House of Yes
25 shows |9,000 TOTAL Attendees | 237,844 Impressions
Perrier was on a conquest to revamp the brand with ideas that were art-forward and 'extraordinary.' Yes Etc rose to the task and created exclusive programming around our legacy show, ‘House of Yes Xmas Spectacular,’ to create a clever beverage program that spotlighted Perrier as the ultimate holiday mixer to create craft cocktails.
Noting the success of our first collaboration, Perrier continued to partner with the House of Yes Xmas Spectacular for the next three consecutive years. With a fresh show every year, we also worked to evolve our Perrier activations to fit shifting consumer trends and align with our show’s content for a fully immersive experience.
OUR MAGIC
Integrated Perrier as Presenting Partner in all show promotions: ticketing pages, printed programs, and social media mentions.
Ideated, designed & executed “Naughty or Nice” station to encourage Perrier sampling.
Included Perrier cocktails in Holiday Bar Program beyond ‘XMas Spectacular’ for extended brand recognition.
Conducted consumer study of new Perrier flavor preferences.
Produced post event content & branded recap videos.
Perrier: Outdoor Activations & Block Party
september 2017 - 2018 | House of Yes
25 shows |9,000 TOTAL Attendees | 237,844 Impressions
In 2017, House of Yes launched its first annual YES Block Party, a three-day day celebration pop-up that took over the streets of Bushwick to welcome thousands of guests to move, dance, and celebrate. Working together with their USA Marketing leads, Perrier became our presenting partner with exclusive sampling privileges & conceptualized brand ambassadors, the Flavor Queens, introducing new Perrier Flavors to our audience.
The original IP concept for Perrier’s new brand ambassadors, Flavor Queens, which were paired with an artful photo booth and beauty parlor activation. Our activation saw overwhelming success, attracting organic impressions through sharable content. We executed this robust activation, ultimately securing 25,000 cans in the hands of partygoers throughout the course of one weekend.
OUR MAGIC
Ideated & conceptualized ownable IP, ‘The Flavor Queens’ to encourage sampling in engaging ways.
Ideated, conceptualized, and executed branded activation.
Designed, fabricated, & executed activation production, including branded assets, event decor, & branded photo booth.
House of yes mural contest
2018 | House of Yes| 237,844 Impressions
Inspired by the success of Perrier’s previous collaborations with famous street artists, Yes Etc team leveraged the existing House of Yes spotlight location in Bushwick as well as the existing loyal audience to launch a Mural Design Contest that invited our extended community to submit designs that would reimagine the iconic exterior. The campaign saw unprecedented success, going viral as our followers continued tagging and sharing the opportunity with their favorite artists. This helped to amplify the brand organically through arts & culture scenes well beyond the boundaries of Bushwick.
In the end, Shawna X’s original design was selected as the winner and was rewarded with a cash prize from Perrier. The mural painting itself was produced by Yes Etc and executed by the large-scale painting experts from Colossal Murals.
OUR MAGIC
Ideated the concept for Mural Design Content.
Integrated Perrier as Presenting Partner in all competition promotions.
Created the brief to galvanize our community of submissions.
Finalist, Shawna X, was compensated for her award-winning mural that stood high at 50 ft x 30 ft, becoming a staple of Bushwick’s art scene.
dirty circus variety show
MARCH 2019 - 2020| House of Yes
20 SHOWS |3,500 ATTENDEES TOTAL |128,844 Impressions
As our relationship evolved, we began collaborating on a strategy that would continue to increase Perrier’s visibility to the House of Yes audience in new ways, while highlighting the brand’s dedication to arts and culture through their “Extraordinary” lense. From initial ideation and into strategic planning, our team designed a year-long partnership with our existing programming, Dirty Circus, our signature bi-weekly variety show featuring acts of extraordinary talent.
This collaboration gained Perrier an increase in engagement with our audience both through digital content and pre-event messaging as well as during the live experience with on-site bar spotlighting including a specialty Dirty Circus cocktail list as well as exclusive pouring rights for the partnership’s duration.
OUR MAGIC
Integrated Perrier as Presenting Partner in all show promotions: ticketing pages, printed programs, and social media mentions.
Ideated, designed & executed “Naughty or Nice” station to encourage Perrier sampling.
Included Perrier cocktails in Holiday Bar Program beyond ‘XMas Spectacular’ for extended brand recognition.
Conducted consumer study of new Perrier flavor preferences.
Produced post event content & branded recap videos.
