Nestle Waters - Pure Life
Nestle Pure Life focused on educating consumers about its 12-step quality process and the importance of hydration, positioning itself as a brand dedicated to both health and environmental sustainability.
A standout feature of the campaign was the introduction of a television advertisement depicting a young girl diving into a fantastical water world, symbolizing the purity and joy associated with clean water.
The campaign primarily targeted parents and health-conscious individuals, aiming to inspire them to choose quality water and embrace a healthier lifestyle.
TARGET AUDIENCE
About the
Campaign -
Nestle Pure Life focused on educating consumers about its 12-step quality process and the importance of hydration, positioning itself as a brand dedicated to both health and environmental sustainability.
Core Theme of the Campaign -
1. Educational Focus: The campaign emphasized educating consumers about Nestle Pure Life's 12-step quality process and the health benefits of proper hydration.
2. Environmental Responsibility: Nestle highlighted efforts to reduce plastic usage, including a 40% reduction in PET plastic for half-liter bottles since 2005, and promoted recycling initiatives.
3. New Packaging Design: The brand introduced updated packaging featuring a new logo with a blue globe and a family silhouette, reinforcing its commitment to global water availability.
4. Comprehensive Marketing Strategy: The campaign included national television ads, digital and social media content, updated point-of-sale materials, and a redesigned website to engage consumers across multiple platforms.
5. Inspiring Imagery: The television advertisement showcased a young girl's journey through a water-filled fantasy land, symbolizing the purity and joy of clean water.
6. Health Promotion: By focusing on the importance of hydration, Nestle Pure Life positioned itself as a brand supporting healthy lifestyles for families and individuals.
7. Global Outreach: As a leading bottled water brand, Nestle Pure Life leveraged its global presence to promote water quality and environmental sustainability worldwide.
8. Consumer Engagement: The campaign's educational approach aimed to build trust and loyalty among consumers by providing valuable information about water quality and health benefits.