Nestle Pure Life refreshes its New Global Brand Identity, Champions pure water for healthier generations

Business Press Releases Monday May 7, 2018 17:12
Bangkok--7 May--ABM

Nestle Pure Life launches the new global campaign "Planet of Possibilities" for families to start a bright new life with Nestle Pure Life, and for the planet, to reflect the Nestle Purpose of "Enhancing quality of life and contributing to a healthier future."

Nestle Pure Life provides a future full of possibilities by encouraging a habit of drinking water regularly for healthy hydration among kids and families. It is high-quality bottled water guaranteed by quality awards, a state-of-the-art quality water process, and trusted by over 30 million children around the world who drink Nestle Pure Life.

Nestle Pure Life demonstrates environmental sustainability through water resource conservation activities.

Nestle Pure Life, the world's No.1 bottled water, is investing over 100 million baht to refresh its new global brand identity under the "Planet of Possibilities" campaign, with a redesigned logo and new packaging to reinforce the brand vision. The global campaign strengthens Nestle Pure Life's brand purpose of "Championing Pure Water For Healthier Generations" as the high-quality water that provides a future full of possibilities and builds a brighter future for families and the planet, while reflecting the Nestle Purpose of "Enhancing quality of life and contributing to a healthier future." Nestle Pure Life aims to encourage a habit of drinking water regularly for healthy hydration among kids and families and become parents' trusted brand of bottled water in Thailand by continuing to innovate products, services, and experiences that empower individuals and families to make quality choices as well as implementing the highest standards of water stewardship to preserve the sustainability of water resources for the planet.

At present, Thailand's overall market for bottled water is worth 24,000 million baht. Today's modern parents who are Aspirational Parents consider their kids as their greatest life project. They like to think that their choices today contribute to a better life tomorrow for their kids and the world they live in. They strive to make the right choices for their children's future and are increasingly conscious of the importance of providing them with healthier beverages such as pure quality water to enhance their lives.

Mr. Luca Chioda, Business Executive Officer - Waters, Nestle (Thai) Ltd., said, "Water is the essence of life. It is essential to our life and health as individuals and families, to our communities, and for our planet. As the world's No.1 bottled water, Nestle Pure Life exists to inspire a healthier and brighter future that starts with pure quality water under our brand purpose "Championing Pure Water For Healthier Generations." We inspire parents and their kids to regularly drink pure quality water that meets the strictest quality standards as a habit for healthy hydration, while showing that Nestle Pure Life impacts people's lives today and also safeguards our resources for the future."

The new global brand identity uses a "Blue Planet," expressed through an artistic watercolor image, to magnify the message that a healthier and brighter future starts with quality water. The logo has a modern look that blends blues, greens, and aquamarines for both richness and subtlety and to emphasize the role that water plays in our lives.

"This year, we are pleased to introduce Nestle Pure Life's new global brand identity under the 'Planet of Possibilities' campaign to connect with Aspirational Parents in Thailand using innovative products, services, and experiences that empower individuals and families to make better choices. We have continually provided Nestle Pure Life high-quality water for over 20 years. It is guaranteed by FDA quality awards for five consecutive years, Nestle's strictly-controlled 12-step water process, and NSF certification – and it's trusted by over 30 million children who drink Nestle Pure Life," said Mr. Chioda.

"Nestle Pure Life implements water stewardship programs to preserve the sustainability of water resources for the planet. To reflect the Nestle Purpose of enhancing quality of life and contributing to a healthier future, we have made a global commitment to reducing plastic waste. We have also conducted the 'I am doing it' project over the past eight years to share knowledge about recycling and plastic waste separation as well as providing warm jackets made from recycled plastic bottles. We organize water resource conservation and environmental sustainability activities to share knowledge with students. This includes the 'Youth Water Guardian' project, which aims to create awareness about water resource conservation among secondary school students in Phra Nakhon Si Ayutthaya province while developing the next generation of water guardians. We are also supporting the government's policy of not using cap seals starting from April 1, 2018," added Mr. Chioda.

"To reach Aspirational Parents, Nestle Pure Life will conduct integrated marketing activities under the 'Planet of Possibilities' campaign including a TVC, a series of supporting web films, in-store point-of-purchase materials, and promotions in leading supermarkets, backed by an Influencer Marketing campaign featuring endorser Nakorn "Ple" Silachai and his family to represent Aspirational Parents in online channels such as YouTube, Facebook, and Instagram to connect with target consumers. In addition, Nestle Pure Life aims to create excitement in the bottled water market by partnering with Disney to introduce an innovative "Water Buddy" in a 0.33 liter size with an Avenger label design featuring six superheroes. This will add more fun and help them build their kids' habit of drinking more water," added Ms. Anongporn Manopichetwatana, Marketing Manager – Waters, Nestle (Thai) Ltd.

"We expect the launch of the new global brand identity and the new global campaign 'Planet of Possibilities' will emphasize that the Nestle Pure Life brand is the high-quality bottled water that provides a future full of possibilities to parents and children who are building a brighter future together. It is the ideal product for parents to choose to help develop their children's habit of regularly drinking water," concluded Ms. Anongporn.


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