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Nestlé® Pure Life® and Crayola® Team Up to Launch National Promotion of Kid-Designed Labels

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Mar 29, 2017

STAMFORD, Conn. – March 30, 2017 – As part of its ongoing effort to promote healthy hydration for families around the country, Nestlé® Pure Life® joined with the iconic brand Crayola® to launch a unique national promotion that celebrates the creativity and individuality of children.

The spring 2017 “Share-a-Smile™” campaign introduces a new collection of Nestlé Pure Life kid-friendly, 8 ounce water bottles featuring labels designed by children. Running from March 1 to April 30, the package features the two grand prize-winning designs and some of the runners-up’s designs from the brand’s 2016 “Share-Your-Smile” contest. During this campaign, Nestlé Pure Life asked parents to have their children draw what makes them smile for a chance to have their kids’ designs featured on some of the brand’s 8 ounce bottle labels, as well as a $25,000 scholarship and other valuable prizes. 


The new kid-designed bottles are the latest collection to hit shelves in the Nestlé Pure Life “Share-a-Smile™” 8 ounce bottled water line of products. Launched in July 2015, “Share-a-Smile” bottles help parents make drinking water fun for their kids in a convenient, 8-ounce size featuring fun graphics. The bottles can be found year-round in most grocery stores and other retail locations, and also feature special promotional packaging for the Halloween and winter holiday seasons.

“Crayola® gives children the power to express all that inspires them as they explore, discover, play, pretend and dream,” said Warren Schorr, VP of Business Development & Licensing, Crayola.  “We are thrilled to partner with Nestlé® Pure Life® to celebrate the creative spirit that lives in the heart of every child.”

 “The team at Nestlé® Pure Life® knows that parents are working hard to teach their children healthy habits, particularly the importance of drinking water,” said Larissa Hrabec, Marketing Director for Nestlé® Pure Life® “We’re proud to partner with Crayola® to inspire kids’ creativity and help parents encourage their kids to make smart beverage choices.”

In spring of 2016, Nestlé Pure Life received nearly 2,000 entries from parents submitting their child’s designs, seeking a chance to win a $25,000 scholarship for their child, a family trip to Orlando, a one year’s supply of Nestlé® Pure Life®, awarded as 24 coupons, each for a free multi-pack, and have their child’s design featured on Nestlé® Pure Life® 8-ounce bottle labels. The two Grand Prize winning designs and six of the runners-up’s designs are included in the new “Share-a-Smile™” Kid-Designed Edition 24-pack, that hit shelves on February 15, 2017.  To add to the excitement, the schools attended by the two children whose designs were deemed Grand Prize winners also will receive a donation of Crayola® products.

Elements of the spring 2017 “Share-a-Smile” marketing campaign include:

  • National, free-standing inserts in newspapers featuring coupons good on both 8-ounce and .5L Nestle Pure Life products.
  • Point of Sale in-store display material
  • Digital media content
  • Nestlé® Pure Life® website content
  • Influencer campaign among popular bloggers / vloggers
  • Social media content on Facebook, Instagram, Pinterest and YouTube
  • Distribution of a coloring / activity book for parents to download for their kids
  • A national tour of the Nestlé® Pure Life® “Share-a-Smile™” studios, stopping at more than 15 large community festivals and retail locations. At these events, parents will have the opportunity to have their kids use a full suite of Crayola® products to draw what makes them smile.  Then after posing in front of a green screen, the child will be “put in” their artwork creating sharable digital videos for their parents.

The partnership allows Nestlé® Pure Life® to use Crayola’s logos in promotional materials, generate cross-merchandising in-store opportunities, as well as feature Crayola® products at all the tour stops.  Additionally, a sweepstakes* for a chance to win a trip for four to the Crayola Experience®  is being offered at both in-market tour stops and in digital database communications for Nestlé Pure Life*.

About Crayola
Crayola is the worldwide leader in creative expression, offering innovative training programs and
products to create everything imaginable. Crayola partners with educators to "bring colorful
wings to the invisible things that live in the hearts and minds of children." The company provides
educators with resources and professional development to increase creative capacity schoolwide. Serving as advocates for increased art-infused education, our products and programs help children acquire critical 21st century skills. For more information, visit

About Nestlé Waters North America
Nestlé Waters North America provides people with an unrivaled portfolio of bottled waters for healthy hydration. Brands such as Nestlé® Pure Life®, Poland Spring®,  Perrier®, and S. Pellegrino® have driven Nestlé Waters North America to be the third largest non-alcoholic beverage company by volume in the U.S. Based in Stamford, Connecticut with some 8,500 employees nationwide, Nestlé Waters 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.  

*Sweepstakes Abbreviated Rules
NO PURCHASE NECESSARY TO ENTER OR WIN. Open to legal residents of the 50 U.S. and D.C., who are 18 years of age or older. Begins 3/2/17 at Noon ET and ends 5/8/17 at Noon ET. Enter at Nestlé® Pure Life® Share-a-Smile™ Studios events or online at and follow the instructions on the on-screen pop-up to enter. When entering you are also subscribing to e-mail marketing.  You may unsubscribe from e-mail marketing by clicking on the unsubscribe link in the marketing e-mail communications.  Data rates may apply to entry on a mobile device.  Limit one (1) entry per person/e-mail address. One (1) GRAND PRIZE consisting of four (4) general admission tickets to the Crayola Experience in Orlando, FL, and a $4,050 check made payable to the winner, which can be used toward travel and lodging expenses.  ARV: $4,130. Odds of winning depend on the number of eligible entries received. Void where prohibited. For full Official Rules and prize details, please see a booth attendant at an event or visit SPONSOR: Nestlé Waters North America Inc., Stamford, CT

For more information contact:
Christopher Rieck
[email protected]


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