New Perrier bottles campaign
From New York Times:
"The humorous campaign, getting under way this week, transforms the name of Perrier, the French sparkling water, into words that end in “-ier.” The reworked brand names, appearing on bottle labels, postcards, stickers, swizzle sticks, umbrellas and coasters, include “Luckier,” “Sassier,” “Crazier,” “Scarier,” “Prettier” and “Riskier.” (There are no audio elements, and thus no confusion over whether to pronounce it “RISK-ee-ur,” or “risk-ee-AY.”)
Riskier, indeed. The campaign, by agencies that include Ogilvy & Mather Worldwide in New York, breaks the rule that a venerable brand name, with a value built up through decades of marketing spending, is sacrosanct."
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Thanks to David Javitch for this.