Show me Perrier ... NOT!

What happened to Perrier? This print campaign was running when my girlfriend was in NYC last summer (she actually sent me a pic the ads).



And now I stumbled on this Show me perrier website. The concept is fairly simple: around different themes (sexier, crazier, healthier, riskier), this microsite embeds entire websites or webpages. You can then rate the content etc… nice idea in theory… well actually not even in theory.



Why on earth anyone would want to go on a brand website to get content that you can have on any linkdump? What Perrier has to do with a bread shaped penis? Should they even want to be associated with it?
"Oh, come on it’s just fun. It’s like a ride in the dark side of the web… Show me Perrier" Maybe, but again, other websites do it. Much better.
Perrier is a brand that I love. It has strong equity. Again the print campaign was really cool. It had legs. But the web campaign is running the wrong way.
Really bad interactive experience. And very bad branding.
Show me perrier