Nestlé® Pure Life® Purified Water Unveils New Global Campaign to Inspire a Healthier and Brighter Future

To Press Releases listJul 31, 2017

Launch will Showcase World's Best Selling Bottled Water Brand

Stamford, Conn. – (July 31, 2017) – Under the banner of "Pure Life Begins Now™," Nestlé Waters North America today announced the launch of a global advertising campaign focused on its Nestlé®Pure Life® brand, the world's leading bottled water brand.

Since its launch in Pakistan in 1998, Nestlé® 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 Nestlé® 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 Nestlé® 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 Nestlé Waters North America. "Over nearly two decades, Nestlé® 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 Nestlé Waters revealed that consumers understand Nestlé® 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 Nestlé® 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 Nestlé Pure Life bottles, Nestlé 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 Nestlé Pure Life bottles can be recycled. In addition, the company has reduced the amount of PET plastic in Nestlé 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 Nestlé® Pure Life® at Nestlé Waters North America. "That's why we provide Nestlé® 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."

EDITOR'S NOTE: A full range of high-resolution images of Nestlé® Pure Life® and related artwork is available for download here.

About Nestlé Waters North America
Nestlé Waters North America provides people with an unrivaled portfolio of bottled waters for healthy hydration. Brands such as Arrowhead®Mountain Spring Water, Nestlé® Pure Life®Perrier® and San Pellegrino® have driven Nestlé Waters to be the third largest non-alcoholic beverage company by volume in the U.S. Based in Stamford, Connecticut, with about 8,500 employees, Nestlé Waters is committed to responsible environmental and community stewardship and management across its 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.

Media Coverage

Chiefmarketer (August 3, 2017): Education Is The Focus Of Nestlé Waters New Pure Life Campaign

Advertising Age (July 31, 2017): With Water Fantasy Ad, Nestlé Begins New Pure Life Push

Media Contact

Christopher Rieck
Director of Media Relations
(203) 629-7243
chris.rieck@waters.nestle.com