Nestlé Pure Life concentrates on hydration in global ad campaign

Nestlé Waters will focus on the benefits of hydration in the latest global advertising campaign for Pure Life bottled water.

Under the banner ‘Pure Life Begins Now’, the campaign will show consumers how Pure Life’s 12-step quality control process is helping it achieve high standards in product safety and taste, how keeping hydrated during the day is beneficial to the body, and how Nestlé is helping to improve the collection of recyclable plastic as part of its environmental commitments.

The global advertising campaign, which will launch across digital channels in the US from today, is a major initiative designed to drive brand awareness and elevate the importance of water in people’s lives. It will seek to reaffirm Nestlé Pure Life as ‘the world’s leading bottled water brand’.

The campaign will then roll out across US television from September, accompanied by new packaging for its bottles and multipacks, new point-of-sale materials, online videos, digital and social media communications, plus a new website for the Pure Life brand.

Nestlé Waters North America chief marketing officer Antonio Sciuto said: “Our new campaign is highly inspirational and has the ability to deeply connect with parents on the importance of pure quality water. 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.”

Nestlé Waters said ‘there is an opportunity’ to increase awareness of Pure Life’s brand purpose, as well as the new design and a range of packaging options.

Earlier this year, Nestlé Waters invested $6 million to help close the recycling loop in the US, joining other industry leaders – including Coca-Cola, PepsiCo and Keurig Green Mountain – by investing in recycling programmes and associated infrastructure.

Andrius Dapkus, Nestlé Waters North America vice-president and general manager for Nestlé Pure Life, added: “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. 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.”