Maison Perrier has launched a range of (non-alcoholic) mocktails, Maison Perrier Chic, with the sophistication of the brand’s heritage behind it – and a campaign, Sober Chic, by Ogilvy Paris and UK, that celebrates a mindful and undeniably chic lifestyle choice.
Sober Chic launched in the middle of Dry January, a time when many (45%) pledge to abstain from alcohol, though fewer (15%) see it through*. The campaign aims to elevate the concept beyond a temporary resolution. It’s about embracing the effortless elegance and enjoyment of alcohol-free socializing throughout the year, a choice that can easily and stylishly become a regular ritual.
The campaign, shot by Arnaud Pyvka, features striking visuals that capture the essence of French elegance and glamour. The imagery depicts individuals in inspiring professions – a pilot, a taxi driver, a firefighter, and a surgeon – with an air of effortless cool.
Elisa Gregori, global chief marketing officer, Nestlé Waters and Premium Beverages, stated, “Sober Chic embodies our commitment to providing sophisticated and flavourful non-alcoholic options that resonate with today’s discerning consumer. We’re not just offering an alternative; we’re creating a new standard of elegance. We’re giving people permission to be proud of their choice, to embrace the Sober Chic way, and to elevate any occasion with a touch of French flair.”
Andre Laurentino, Ogilvy global creative lead for Nestlé’s portfolio of brands, added, “We wanted to disrupt the traditional narrative around sobriety and non-alcoholic drinks. By showcasing Maison Perrier Chic in these unexpected settings and leveraging the visual codes of luxury alcohol advertising, we’re demonstrating that choosing a non-alcoholic option doesn’t mean sacrificing style or enjoyment. It’s a statement, a chic choice that reflects a confident lifestyle that prioritises flavour and experience.”
The full campaign will include out-of-home, social films, and influencer activations. It launched initially in France in mid-January, and will expand to more than 30 markets, including Belgium, Japan, Canada, and the Middle East.
*Source: Disqo
Credits
Client: Nestlé Waters and Premium Beverages – Maison Perrier
CEO: Muriel Lienau
Global CMO: Elisa Gregori
Marketing Director: Stéphanie Beaulieu
Global Marketing Brand Manager: Bright Ming
Agencies : Ogilvy Paris & Ogilvy UK
Global Chief Creative Officer: Liz Taylor
President: Mathieu Plassard
President and Chief Creative Officer: Matthieu Elkaim
Chief Creative Officer Ogilvy UK, Managing Partner Worldwide: Andre Laurentino
Executive Creative Director: David Raichman
Global Chief Client Officer: Sophie Hoffstetter
Creative Director: Julien Bredontiot
Art Director: Alexandre Quoirez
Copy Writer: Janie Crespin
Managing Partner: Sam Pierce
International Business Partner: Mélanie Marchand
International Business Partner: Lina Germe Perez
Account Director: Alejandra Lopez
Global Strategy Partner: Paul Matheson
Global Strategic Planner: Pauline Desforges
Legal: Ségolène de Saint Albin & Dorothée de Honnaville
Production : Hogarth
Head of Production : Aurélie Appert
Creative Producer : Marion Brieux
Creative Producer Junior : Margaux André
Executive Producer: Thomas Geffrier Mynagement
Head of Music: Rémy Dorne
Photographer: Arnaud Pyvka
Post-production: Christophe Wagnies @ D-Factory
Post-production follow-up: Magali Mennessier & Julien Lanard
Print Retouching: Yan Senez
Editing: Maëlle Masson
Grade: Vinh Long Tran
Flame: Vivien Salvagione
