Hasta La Creative!

While bottled water sales are surging, shoppers don’t make much of a distinction of one brand over another, especially for mass-produced mainstream brands devoid of bubbles or flavors. Nestle Pure Life has done quite well in this environment; it grew volume 1% last year to keep its spot as the top-selling U.S. plain bottled water brand, according to Beverage Digest.

But with Coke’s Dasani and PepsiCo’s Aquafina lurking, Nestle is not resting easy. Pure Life starting this week is launching a big new global campaign aimed at making its bottles less of a commodity by giving consumers more reasons to buy the brand than just the water inside. The effort, called “Pure Life Begins Now,” seeks to position the product as an environmentally friendly brand actively working to increase global water availability.

Executives did not offer details, but said Nestle would be spending “significantly more money than we have been investing in this brand.” Last year Nestle spent only $1.3 million on measured media on Pure Life in the U.S., according to Kantar Media. The brand finished 2016 with an 11% volume share of the plain bottled water market in the U.S., according to Beverage Digest. Dasani was in second with 8%, while Aquafina had 6.9%.

Continue reading at AdAge.com