Nestlé Pure Life® Purified Water wanted to be recognized as the preeminent healthy beverage for families. But, consumers did not have a high level of awareness about the brand or its mission. As the #1 water brand, NPL lacked an emotional bond. NPL needed to create a deeper involvement with moms by empowering them to make a change for their families and resultantly, overall health.
Given the staggering forecast that 50% of U.S. adults will be obese by 2030, Nestlé launched a mission to make families happier and healthier with NPL. The brand quickly set out to literally become “mom's trusted ally.”
And what better way to do that, than to unite people through a movement. NPL launched the “Hydration Movement”; asking families to swap one sugary beverage for water every day for a year. We took the challenge to the market and focused on retail, delivering hard-hitting health-and-wellness messaging while in the shopping mode. We drove purchase by encouraging moms to make NPL a part of the everyday routine and commit to a healthier lifestyle through Merchandising, Promotional Packaging, FSIs, POP, coupons, IRCs and online incentives.
How did people respond? Well, let the results speak for themselves:
99,000+ Families Pledged
4,000+ Shared Hydration Stories
Year 3 of the movement carries on!!!!