Background

Leverage the claimed superior taste profile of the product Vs its competitors, and the promise of a healthier lifestyle through improved hydration into a campaign idea that engages Shoppers and encourages regular purchases

Insight

Consumers react to thirst, rather than proactively seeking hydration.
Linking the idea of Hydration is vital for optimal health while addressing the taste barrier in-store represents opportunities to encourage the shopper to address their hydration level more proactively.

Action

Build a campaign from outside the store to the shelf, that communicates the need for healthy hydration and the better taste of Nestlé Pure Life which means the whole family will drink more.

Result

This campaign resulted in a 16% sales increase across all key markets.

Reference

Vivid brand. (n.d.). Nestle Water Pure Life. Retrieved July 15, 2011, from www.vividbrand.com: http://www.vividbrand.com/nestle-water/

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