Insights / advertising

Where’s My Water? Nestle’s Advertising

waterA recent study has shown that Americans drink nearly 21 gallons of bottled water a year. In the past few years, demand for soda has dropped while consumption of water has been on the rise. So it’s hardly a shocker that Nestlé Waters North America is about to release a new bottled water product called Resource.

Nestlé already owns Pure Life, Poland Spring, Deer Park, and Ozarka, which together constitute a third of the bottled water industry in America. However, Resource stands out because it is designed to compete with premium water brands such as Fiji. On the advertisement (see picture), Resource boasts of electrolytes and a bottle that has 50 percent recycled plastic. Its sleek look targets higher-income, middle-aged Americans.

Each year, Nestlé spends more than $50 million in bottled water advertising. To launch Resource, Nestlé has hired Cone Communications, a Boston-based public relations group, to develop a brand identity. Just the sheer amount of the media buy that Resource is expending will go a long way in making it appear to be a respectable product. And in advertising, appearance can be everything””at least during the initial product launch.

Will Resource really flow well with Americans over the longer term? Take a sip yourself and let us know what you think.


By Andrew Shi
Mason Intern Summer 2013