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US: Nestlé Waters launches ‘born better’ campaign

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Nestlé Waters North America has launched a marketing campaign to highlight the source of its regional spring water brands.

Named 'Born Better', the campaign includes TV, online, print and radio, in a bid to reinforce that its Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring and Zephyrhills brands are naturally filtered and contain natural minerals.

The campaign launched in Arrowhead and Deer Park markets yesterday (9 November) and will extend across the remaining brands' markets in 2010.

The TV commercial shows where the water comes from, demonstrating how water that travels beneath the Earth collects a blend of minerals, and emerges as 100% natural spring water, Nestlé Waters said.

Nestlé Waters saw some improvement in its nine-month sales in October, particularly in Europe, with organic sales down 1.8% to CHF7.2bn (US$7.13bn), compared with a fall of 2.9% in the first half of 2009.

However, the category as a whole remained weak in North America, where some consumers have returned to tap water during the US recession and where the bottled water sector has been criticised in environmental campaigns.


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