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Nestle Touts Pure Life Water’s Unique Environmental Benefits

July 31, 2017: 12:00 AM EST
Volume sales of Nestlé Waters’ purified water brand, Pure Life, grew one percent last year – not bad considering that consumers don’t seem to distinguish among mass-produced plain waters, such as Coca-Cola’s Dasani and PepsiCo’s Aquafina offerings. So it is marketing Pure Life with a view to distinguish it ecologically from the competition. The latest ad campaign, created by Publicis (“Pure Life Begins Now”) positions the brand as environmentally friendly and a partial solution to global water shortages. A “water-filled fantasy land” TV spot launching in September features children and bubbles. Social media pitches, however, are more reality-centered, describing Pure Life’s ecological benefits. [ Image credit: © Nestlé Waters  ]
E.J. Schultz, "With Water Fantasy Ad, Nestle Begins New Pure Life Push", Advertising Age, July 31, 2017, © Crain Communications
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