Nestl'' Pure Life' Purified Water Unveils New Global Campaign to Inspire a Healthier and Brighter Future

Under the banner of "Pure Life Begins Now," Nestl Waters North America today announced the launch of a global advertising campaign focused on its Nestl Pure Life brand, the world's leading bottled water brand.

Since its launch in Pakistan in 1998, Nestl 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 will launch on U.S. digital channels beginning today, is a major initiative designed to drive brand awareness and elevate the importance of water in people's lives. The campaign will come to U.S. television beginning Tuesday, September 12, when the new Nestl Pure Life TV advertisement begins airing in every major metropolitan area in the United States.

In the U.S., the campaign will include the 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 Nestl 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 Nestl Waters North America. "Over nearly two decades, Nestl 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 Nestl Waters revealed that consumers understand Nestl 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 Nestl 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.

With the launch of the new Nestl Pure Life bottles, Nestl Waters becomes one of the largest companies active in the How2Recycle Label Program the only U.S.-based standardized labeling system designed to help consumers understand how to recycle, with prominent information on the packaging. All Nestl Pure Life bottles can be recycled. In addition, the company has reduced the amount of PET plastic in Nestl Pure Life half-liter bottles by 40 percent since 2005.

"Today, we recognize 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 Nestl Pure Life at Nestl Waters North America. "That's why we provide Nestl 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."

About Nestl Waters North America
Nestl Waters North America provides people with an unrivaled portfolio of bottled waters for healthy hydration. Brands such as Nestl Pure Life , Poland Spring , Perrier and S.Pellegrino have driven Nestl Waters North America to be the third largest non-alcoholic beverage company by volume in the U.S. Based in Stamford, Connecticut with about 8,500 employees, Nestl Waters North America is committed to reducing its environmental footprint across operations. The company is also committed to creating shared value and being a good neighbor in the 140 communities where it operates in the U.S.

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SOURCE Nestle Waters North America

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