Perrier: One Product into an Always-On Content Engine

From launch momentum to continuous product content

After a successful market launch, Perrier needed to keep Perrier Energize visible, relevant and engaging - particularly among consumers under 45 on social media.

But sustaining momentum required more than repurposing the same campaign assets. Perrier needed to continuously create new product visuals, communicate product benefits more clearly and adapt content to fast-changing digital formats.

Traditional production made that difficult. Every new format, message or creative iteration risked requiring another shoot, adding cost and delaying activation.

With Omi, Perrier created a reusable digital product asset that could support the three workflows modern consumer brands face every day: launching products, keeping product pages current and producing fresh creative content at scale.

The Challenge

Perrier Energize had already achieved a strong launch. The next challenge was maintaining that momentum while strengthening the Energize brand itself.

The team needed to:

• Reinforce awareness following the initial launch

• Clearly communicate product benefits

• Create mobile-first assets for social platforms

• Adapt content into new formats quickly

• Keep the product accurate and recognizable

• Avoid the cost and delays of repeated physical production

As Perrier's team explained:

"We needed to revamp our existing assets into mobile-first assets.

The Solution

Working with Omi, Perrier transformed its product into a reusable digital product asset that could be placed at the center of every visual.

Instead of recreating the product for each new deliverable, the team could work from the same consistent representation of Perrier Energize and adapt the surrounding content, format and message.

That single product asset supported three commercial workflows.

1. Product Launches: Keep launch momentum without restarting production.

A product launch does not end when the first campaign goes live.

After the initial Perrier Energize launch, the brand needed new assets to maintain awareness, explain product benefits and continue reaching new consumers.

With Omi, Perrier could extend the life of its launch assets without organizing another shoot. The team repurposed the product into new mobile-first formats, helping the launch evolve into an ongoing content programme.

This allowed Perrier to:

• Build on existing launch momentum

• Refresh the creative without recreating the product

• Introduce new messages and calls to action

• Adapt assets as the campaign evolved

• Keep Perrier Energize at the centre of every execution

The result was a more flexible launch model: create the product once, then continue producing the assets needed throughout its commercial lifecycle.

2. PDP Updates: Keep every product representation consistent.

The same digital product asset used in campaign content can also become the trusted source for eCommerce and retailer visuals.

Instead of photographing the product again whenever a format, crop or channel requirement changes, teams can generate new product views from the same accurate digital product asset.

For brands managing products across multiple channels, this creates a more consistent foundation for:

• Product detail page imagery

• Retailer-specific formats

• New crops and aspect ratios

• Updated packshots

• Product benefit visuals

• Localized content

Although Perrier's activation focused primarily on social content, its reusable digital product asset established the same principle behind Omi's PDP workflow: the product remains consistent while the visual output changes around it.

One approved product can therefore support both performance marketing and product-page production -without duplicating the underlying work.

3. Creative Production: Create fresh, high-performing content without new photoshoots.

Creative Production was where Perrier saw the most immediate impact.

Using Omi Studio, Perrier and its creative partners produced professional product photography and video directly in the browser. They could create new executions from existing product assets rather than returning to physical production for every idea.

The team established clear creative rules:

• Put the product and branding first

• Use one message per asset

• Include a clear and impactful call to action

• Prioritize short, mobile-first video formats

• Keep videos between six and eight seconds

Perrier's agency, Fred & Farid, then expanded the approach into formats including Reels, filters and poll ads.

The product stayed consistent while the team experimented with the creative surrounding it.

Measuring the Impact

Perrier tested the new content through a three-cell brand-lift study comparing different creative approaches.

Assets incorporating Omi renders consistently outperformed the control, while additional formats generated further gains.

As the team explained:

"It was important to measure the performance of the reworked assets, compare them to the previous ones, and measure the incremental effect of the two new formats."

Following the initial results, Perrier continued refining its content. The team added a two-second branded opening screen and developed an interactive poll ad using the Omi 3D asset to increase engagement.

A New Model for Product Content

Perrier's experience reflected a broader change in content production.

Social platforms require a constant stream of new formats, messages and creative variations. Algorithms and audiences increasingly reward content designed specifically for each environment - not assets recycled from television campaigns.

As Perrier observed:

"We can no longer simply repurpose TV assets."

With a reusable digital version of Perrier Energize, the team could produce, test and adapt product content without repeatedly rebuilding the product or restarting production.

The Result

Omi helped Perrier move from campaign-based production to an always-on product content model.

From one consistent product asset, the brand could:

• Extend the impact of a product launch

• Maintain a trusted foundation for product visuals

• Produce mobile-first photography and video

• Experiment with new creative formats

• Adapt content without additional photoshoots

• Improve performance through continuous testing

The product remained accurate. Everything around it could evolve.

Every Product. Ready for Market.

Build one trusted Digital Twin, then generate the product visuals required for launches, PDPs and continuous creative production, without another photoshoot.