Perrier has tapped American burlesque star Dita Von Teese as the face of a risqué new campaign.
The centerpiece of the effort, via Ogilvy & Mather, Paris, is an age-restricted interactive Web site (www.perrierbydita.com) that, according to Perrier, contains scenes that young viewers may find disturbing. Site visitors can enter "The Perrier Mansion" and follow Von Teese through different rooms—each featuring a different burlesque-themed game.
So what makes the site so risqué? Among other things, users can make Von Teese do what they command, such as caressing her breasts and pouring Perrier down her chest. By visiting the "dark room," consumers can take Polaroids of Von Teese as she changes into another outfit and drinks Perrier. She also does a striptease, while the screen asks users not to touch her with their mouse. If they do, Von Teese tosses Perrier at the screen and kicks them out of the mansion.
The campaign will also entail limited edition bottles and cans of Perrier Paparazzi, featuring images of Von Teese. The cans are already available in Belgium and France, and will roll out in the U.S. in October.
Perrier’s list of prior collaborators includes Raymond Savignac, Bernard Villemot, and Kiraz.