The Intonicate Yourself campaign responds to Perrier's lack of relevance amongst the American millennial consumer. This Perrier inspired project involves an analysis of the bottled-water industry, defining the target market, the creation of an integrated marketing communications (IMC) plan, generation of the campaign concept/message, and hiring/managing a team of creative talents.  To become more relevant amongst the rising American Millennial consumer, Perrier will reposition itself as a necessary accessory that will add excitement to any nightlife setting. Perrier has formulated an integrated marketing communication plan to achieve its repositioning. The goal of this project is to increase consumer reach and appeal among target customers.  Perrier is a necessary accessory that will add excitement to your alcohol-free night out. So please, intonicate yourself.