Nestlé Waters North America, the largest producer of bottled water in the U.S., has introduced a new brand targeting female trendsetters. Resource, which was introduced in southern California last year, has made its national debut last week with launch events all over the country.
The brand touts three key benefits, namely that it is 100% sustainably sourced spring water, that it contains natural electrolytes and that the bottles are made from 50% recycled plastic. The integrated ad campaign by McCann Erickson positions resource (written in the lower case) as “more than hydration, it’s total electrolytenment.” Print ads display the bottle in a lush, natural setting, and a launch event on June 5th in New York brought this setting to life with aerial choreography.
Resource is targeted at affluent women aged 35-45 with “holistic” lifestyles, according to group marketing manager Larry Cooper. The goal is to create a lifestyle brand, which women are proud to be associated with. In addition to the print and digital campaign, the brand is using social media in a clearly female-targeted capacity, including posts on Facebook and Instagram featuring the water alongside manicured nails (#manimonday). Resource will also be featured in the 12th season of Project Runway and will participate in fundraising efforts for Dress for Success, a non-profit that aims to help women struggling to join the workforce.
Nestlé Waters owns 11 bottled water brands, with its value-priced Nestlé Pure Life being the #1 bottled water in North America. Resource will be priced higher than Nestlé’s mid-range regional spring water brands (such as Poland Spring and Arrowhead), putting it in competition with brands such as Smartwater, Fiji Water and Evian.