We recommend local activities to disseminate research-based awareness on hydration to a wider audience, by leveraging new hydration science to a general audience.
Our ultimate goal is to transform the science of healthy hydration into an understandable language in educational messages, in a way that connects with consumers.
We have strict guidelines on the method in which we communicate this information. Any claim that we make with respect to health is always based on scientific research and is subject to a strict process of validation via our Regulatory and Scientific Affairs Department to ensure full compliance with the most recent guidance from public health authorities.
Our on-going brand communication includes a high variety of communication supports, such as TV and press advertising, brochures for patient rooms, organizing or sponsoring health-related events and our website.
With 25 billion liters sold in 2010, our bottles are probably our most direct way to pass healthy hydration messages to our consumers. Thus, our labels include a “nutritional compass” that provides the nutritional content of the product, as well as advice for consumption and how to obtain knowledge on hydration science.
Water Hydration Information
Since 1998, we have developed the Nestlé brands’ business model, which aims to make high quality drinking water affordable to a wider consumer base, in particular to the rising middle-class in the emerging world. The Nestlé Waters brands PURE LIFE, AQUAREL and VÉRA were distributed in 40 countries by the end of 2010 and, in one decade, we became the number one bottled water brand in the world.
These brands help to meet the expectations of a growing population that is developing its purchasing power and is willing to buy a trusted drinking water to meet their family’s daily water needs.
To facilitate this, this model is founded on a competitive price that is made possible by a globalized offer (allowing scaled savings) and multi-source production (reducing supply chain costs).
Hydration for Children
Children are a current focus at Nestlé Waters in terms of raising awareness about Healthy Hydration. We believe that the sooner you adopt a healthy lifestyle, the more sustainable it will be.
Children often see water as a less attractive option compared to colorful sugar-sweetened alternatives. Our ambition is to make drinking water more appealing to children, so they make drinking water their first choice when it comes to daily hydration.
For this reason, Nestlé Waters intends to focus its educational efforts on children, highlighting the benefits of water hydration.
Time to Move against Obesity (Nestlé Waters Turkey)
Our ‘Time to Move against Obesity’ campaign in Turkey aims to highlight the importance of healthy hydration and exercise in the fight against obesity. More than 30% of the Turkish population is obese, but drinking water rather than sugary drinks can promote weight loss. In May 2013, a major press launch this initiative was launched. It included a nutritionist and dietician, two Turkish celebrities and representatives from the Turkish Association for the Study of Obesity. The ‘Time to Move against Obesity’ campaign included national newspaper advertisements, guerrilla marketing, social media activity, television program sponsorship and an Obesity and Diabetes Summer Camp. Started in 2013, the campaign continued in 2014 and has doubled its impact, reaching over 21 million people with its messages on what you drink being as important as what you eat.
Drink Better, Live Better™ with Nestlé Waters
As the leading bottled water company in the US, Nestlé Waters touches millions of families every day. In 2013, it announced its support of the Partnership for Healthier America’s new Drink Up initiative. Drink Up is the first program of its kind that aims to guide people towards drinking more water – as one of the most effective ways to adopt a healthier lifestyle.
Nestlé Pure Life® communicated the partnership on custom packaging of bottled water products, company trucks, advertising, and social media conversations with both English and Spanish-speaking audiences. In 2014, Nestlé Waters also launched its Drink Better Live Better™ rewards program that aims to help make drinking water more fun for families by redeeming points collected for a variety of rewards.