Publicis Groupe’s ZenithOptimedia has co-created a new online series to publicize client Nestle’s line of Pure Life bottled water products. It is said to be the first time the brand has used online video to promote itself.
The series was developed through ZO’s branded content unit, Newcast, with Electus, the production company headed by former NBC Entertainment president Ben Silverman.
The series, called the Nestle Pure Life Hydration series, debuts this week on the Web site ModernMom.com, a venture that was co-founded by the actress and TV celebrity Brooke Burke and digital media entrepreneur Lisa Rosenblatt, also a co-founder of iMall, among other ventures.
ModernMom, which also helped develop the series, is a site devoted to mothers seeking healthy lifestyle advice for families. Topics include parenting, pregnancy, family, cooking, finances, career, health, wellness, beauty and entertainment.
The series features nutritionists and others providing tips about raising healthy and well-hydrated kids. The Pure Life products are prominently featured in each episode, although the messages more broadly address the health benefits of drinking water (not just Pure Life), as well other diet and exercise tips.
The series will also be showcased on ModernMom.com’s Youtube channel.
“This ModernMom partnership is the first-of-its-kind for Nestlé Pure Life, and we are excited about what it offers moms,” stated Laetitia Allexant, group marketing manager, Nestlé Pure Life.
The first four videos will premiere this week; the remaining four will air the week of Oct. 31. Each video in the series is between one and two minutes duration.