• by Karlene Lukovitz  @KLmarketdaily, January 8, 2009

Nestlé Waters North America (NWNA) has inked a two-year spokesperson deal with Bob Greene, creator of "The Best Life Diet" program, author of best-selling books on diet and fitness and Oprah Winfrey's personal trainer, for Nestlé Pure Life bottled waters.

Greene will promote Pure Life as a trusted brand within the context of educating consumers about the benefits of drinking water and the brand's efforts "to encourage families to take small steps in living healthier lifestyles," the company says.

"Bob's simple, one-step-at-a-time approach to living healthfully fully captures the spirit of Nestlé Pure Life brand bottled water," notes NWNA group marketing manager Larry Cooper.

The campaign featuring Greene--which will encompass print, broadcast and online--is being developed, according to NWNA. In addition, Pure Life bottles will bear the Best Life Seal of Approval "to help consumers identify the water brand as a healthy and convenient beverage choice."

Best Life's existing food and beverage partner brands (approved as including "nutritious ingredients" such as whole grains, healthy fats, fiber, vitamins and minerals), include Barilla, BeneFiber, Better'n Eggs, Grapes from California, FlatoutBread.com, Edy's Fruit Bars, Hellmann's, Hershey's Extra Dark, Lean Cuisine, Libby's Pumpkin, Lipton, Nonni's, Silk, Skinny Cow, Slim-Fast, Smart Balance, Wasa and Wish-Bone.

In addition to use of the Seal, Best Life partner brands' options include integrated book content, Web site mentions, banner advertising, tour sponsorships and "some of the most coveted national and local broadcast media coverage around," according to Best Life's site.

Pure Life's other recent spokespeople have included Latin talk show host Cristina Saralegui (August 2008), U.S. Olympic swimmer Rowdy Gaines (2007-08) and Parent Teacher Organization president Tim Sullivan (2006-07). The latter two were Pure Life GoPlay! Partnerships--programs in which accredited schools with any grades between kindergarten and grade eight can earn reward points for collecting Pure Life labels and apply them toward fitness/sports gear and educational field trips.

In addition to nationally distributed Pure Life, NWNA's portfolio includes regional spring waters brands Poland Spring, Arrowhead, Ozarka, Deer Park, Zephyrhills, and Ice Mountain, plus imports including Perrier, Contrex and S. Pellegrino.