This summer, Perrier is taking a walk on the wild side in Brooklyn, NY, with bottles featuring dazzling illustrations of wild animals. The limited-time beverage packaging is part of a localized promotional campaign in the borough’s Bushwick neighborhood.
Full-body shrink-sleeve labeling on the 330-mL glass bottles is printed with glow-in-the-dark artwork created by Cuban-born artist Juan Travieso. Dubbed PERRIERxWILD, the collection comprises three designs: a wolf, a lion and a tiger. CCL Label supplies the shrink sleeves, which are printed via héliogravure using standard inks and a UV special effect.
The packaging, which launched in Europe in 2017, made its U.S. premiere at the annual Bushwick Collective Block Party this month (June 2018). The single-serving mineral water bottles will be sold at Bushwick bars and restaurants throughout the summer.
Sylvie Nelep, packaging project manager for Perrier, answers a few questions about the PERRIERxWILD packaging.
Why did Perrier choose to launch such a “hyper-local” campaign?
Nelep: The idea of the PERRIERxWILD limited-edition launch in the U.S. was really to develop a genuine activation that will further integrate Perrier into the local street-art community. As The Bushwick Collective is one of the most influential communities of street art across the U.S., it made sense to launch the product ahead of their annual Block Party weekend and to have the limited edition available only in their neighborhood.
Where will the packaging be sold?
Nelep: It will only be available at select locations in Bushwick, including Pearl’s Social & Billy Club, Idlewild, Heavy Woods, The Rookery Bar, House of Yes, Sea Wolf and Faro.
Why did Perrier want the bottles to glow in the dark?
Nelep: That element of Juan’s creation helps demonstrate how we can show our wild side in the daytime and then also transform at night.
Is secondary packaging also decorated with the PERRRIERxWILD artwork?