Nestle Waters Launches 'Nature's Fix' Campaign

August 8, 2011

Nestle Waters North America is launching a campaign aimed at persuading more consumers to drink its bottled water brands as a healthy, zero-calorie alternative to sodas and fruit juices.

The "Nature's Fix" campaign stresses the advantages of sparkling spring water brands as natural refreshments "without the baggage" of either calories or artificial ingredients, said Carolina Rodriguez, senior brand manager, Nestle Waters' Regional Spring Water Brands (Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring and Zephyrhills).

A recent survey by the company found 88% saying it's easier to break a bad habit when it is replaced by a good one. More than eight in 10 confirmed that they drink soda, and 41% said they consider fruit juice the best replacement for soda.

Nestle Waters suggests that switching one caloric beverage for another is not the optimal solution, and is targeting the the one-quarter who express willingness to try replacing soda with naturally flavored sparkling water.

The humorous campaign, which will be implemented in banners, videos and Facebook, shows forest animals working together to get people "hooked" on the sparkling waters as a new, healthy daily habit.