Non-alcoholic beverage brand Maison Perrier is launching a campaign to celebrate ‘mindful’ and ‘undeniably chic’ liefestyle choices with its new ‘Sober Chic’ offering.

Developed in collaboration with creative agencies Ogilvy Paris and Ogilvy UK, the brand’s work illustrates how premium mocktails can act as the ‘epitome of modern refreshment’ as more and more people consider alternatives to alcohol.

Unveiled during Dry January, the campaign comes at a time when as many as 45% of people pledge to abstain from alcohol – but only a meagre 11% actually see it through.

“‘Sober Chic’ embodies our commitment to providing sophisticated and flavourful non-alcoholic options that resonate with today’s discerning consumer,” said Nestlé water and premium beverages global CMO Elisa Gregori.

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“We’re not just offering an alternative; we’re creating a new standard of elegance. We’re giving people permission to be proud of their choice, to embrace the ‘Sober Chic’ way, and to elevate any occasion with a touch of French flair.”

The omnichannel creative will run across a wide variety of formats including out-of-home, social films, and influencer activations. Launching initially in France, the campaign will be subsequently pushed out to over 30 international markets.

Ogilvy global creative lead for Nestlé brands Andre Laurentino added: “We wanted to disrupt the traditional narrative around sobriety and non-alcoholic drinks.

“By showcasing Maison Perrier Chic in these unexpected settings and leveraging the visual codes of luxury alcohol advertising, we’re demonstrating that choosing a non-alcoholic option doesn’t mean sacrificing style or enjoyment. It’s a statement, a chic choice that reflects a confident lifestyle that prioritizes flavour and experience.”