Challenge

Use  Twitter  to  drive  consideration of Perrier as the go-to alternative to alcohol during the hard month of Dry January.

Idea

Perrier  knew  that Dry January is,  well, dry. That's why all of January, we decided to #MakeDryFly. For thirty one days, we were  all  over Twitter,  serving up some seriously hydrating motivation  (and  a  few tongue-in-cheek responses) to those that needed it most.

It's Just a Trend

The campaign launched

with a promoted Twitter trend,

complete with its own custom

iconic Perrier bottle emoji.

We Love You, Too

A  "💚 to Remind" series was utilized,

allowing followers to like our tweets

for a special message on January 17th,

the day most people give up Dry January.

It's   All Fun & Games

When  creating  a  campaign  aimed  at keeping   people   on   the   right   track  during  an  otherwise  not-so-fun  time,

we found it best to insert a little humor.

DryJan1
DryJan1

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DryJan2
DryJan2

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DryJan17
DryJan17

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DryJan1
DryJan1

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1/17

The People Have Spoken

Here's a small selection of tweets

we received throughout the month.

Based on these, we certainly feel like

we succeeded in making dry fly.

Success1
Success1

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Success2
Success2

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Success5
Success5

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Success1
Success1

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1/5

Credits:

Ryan Blank

Jesselle Valdes

Debbie Yoo

Kristin Mizushima

Andy Mendes