Under the banner of "Pure Life Begins Now™," Nestlé Waters North America this month announced the launch of a global advertising campaign focused on its Nestlé® Pure Life® brand, the world's leading bottled water brand.
Since its launch in Pakistan in 1998, Nestlé® Pure Life® has become the global category leader, and the new campaign reaffirms the brand's leadership and its purpose: "to inspire a healthier and brighter future that starts with pure quality water."
The global advertising campaign, which launched on U.S. digital channels in August, is a major initiative designed to drive brand awareness and elevate the importance of water in people's lives. In the U.S., the campaign will include a national television advertisement, all-new packaging for the bottles and multipacks, new point-of-sale (POS) display materials, web-based videos, digital and social media communications, and a new Nestlé® Pure Life® web site.
"Our new campaign is highly inspirational and has the ability to deeply connect with parents on the importance of pure quality water," said Antonio Sciuto, Executive Vice President and Chief Marketing Officer at Nestlé Waters North America. "Over nearly two decades, Nestlé® Pure Life® has evolved into a leading global brand, and we now have an opportunity to express the brand's purpose in a way that inspires parents and adults to choose quality water and a future full of possibilities."
Research conducted by Nestlé Waters revealed that consumers understand Nestlé® Pure Life®'s message of the relationship between water and quality, health and the environment. However, it also indicated that there is an opportunity to raise awareness of the brand's purpose, as well as the new design, a strong visual representation of the new purpose, and a range of packaging options.
The campaign will bring the Nestlé® Pure Life® purpose to life as it shows ways in which the brand is, "Acting for Water Now to Help Inspire a Bright Future." This includes:
- Employing a 12-step quality process to achieve the brand's high standards for drinking water and deliver a taste that meets consumer preferences;
- Educating consumers on the benefits of hydration on the body;
- Encouraging drinking water as part of a healthy lifestyle;
- Efforts to help improve the collection of recyclable plastic.
"Today, we recognise quality water for its positive benefits to both our bodies and the world, and we embrace our role in helping to respect this precious resource," said Andrius Dapkus, Vice President and General Manager for Nestlé®Pure Life® at Nestlé Waters North America. "That's why we provide Nestlé® Pure Life® Purified Water in a range of formats that enable the choice for quality water anytime, anywhere. It's why we have a water stewardship mindset everywhere we have operations."