The consumer goods company has introduced its latest brand, targeted at high-income females.

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.

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