Nestlé Waters has unveiled a new campaign for its Pure Life water that focuses on educating consumers about all things…well, water.
“Pure Life Begins Now” will include education about its 12-step quality control process, why keeping hydrated is important to your health and how the company is to improve the collection of recyclable plastic.
On Monday, the campaign rolled out across digital channels in the U.S. and TV spots will begin appearing in September. 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 will all support the campaign.
“Our new campaign is highly inspirational and has the ability to deeply connect with parents on the importance of pure quality water,” Antonio Sciuto, Nestlé Waters North America CMO says. “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.”
Education-based marketing, like Nestlé is undertaking, is a strategy that holds value and earns consumer’s trust and loyalty. Consumers, tired of hearing sales pitches, are more receptive to educational messages that offer information and facts to help them make their way through the research and information path-to-purchase. According to this article from Forbes.com, which cites research from VCU Brandcenter and the VCU School of Business, brands that fit the mold include Trader Joe’s, Netflix, IKEA, and, of course, Apple.