During summer 2021, Perrier launched Perrier Energize energy water, targeting Canadians who are looking for a natural energy boost on the go. The objective? To create awareness and trial through consumer engagement and sampling.
One problem…or rather, un problème. The fear of COVID-19 was still at an all-time high. So the experience had to be 100% contactless and COVID safe.
As Perrier Energize gives you the natural energy boost you need while on the go, we focused on cyclists. Not only is cycling a fun and popular summertime activity, thanks to bike share programs and increased bike paths, it’s now more accessible.
Our campaign idea? Kick it up a gear! And our main execution? A drive-thru only for cyclists.
To give out free Perrier Energize samples in a COVID-safe way, we designed a unique drive-thru experience specifically for cyclists. Cyclists could line up one after the other with the lengths of their bikes offering natural social distancing.
In both Toronto and Montréal, we set up the Bike-Thru near popular bike paths, such as the Martin Goodman Trail along Toronto’s waterfront.
1. Cyclists pulled up to the menu featuring 3 flavours
2. A brand rep inside the Bike-Thru booth took their order through a talking box
3. Wearing gloves, the rep placed the ordered flavour in a compartment for the cyclists to collect
We specifically placed Perrier Energize ads at various bike share locations. By scanning the QR code, cyclists could find the Bike-Thru’s location. We also created similar signage along nearby bike paths.
Using popular cycling tracking apps, such as Strava, we encouraged consumers to share a screengrab of their bicycle trip on social. If they used #PerrierEnergize and followed Perrier, they were entered to win prizes and coupons.