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Nestlé Waters North America launches Acqua Panna campaign in US

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Nestlé Waters North America has lined up the first national, cross-platform campaign for its Acqua Panna water brand in the US, as the unit looks to communicate a pack redesign.

Nestle described the latest Acqua Panna push as part of a "multi-million dollar" campaign

Nestle described the latest Acqua Panna push as part of a "multi-million dollar" campaign

The activation, which forms part of the brand's 'Meet the Smoothest Taste on Earth' initiative, will air nationally across broadcast, digital and social channels until the Autumn. The 30-second TV spot features the brand's new bottle and logo.

"These are big changes for our ... brand," said Yumiko Clevenger-Lee, VP & CMO of Nestlé Waters North America. "The premium still category is expected to grow over US$1bn in the next three years and now is the perfect time to share the ... taste of Acqua Panna with new consumers."

Nestlé Waters North America is also expanding distribution of Acqua Panna across retail channels with new PET formats including 0.5- and 1-litre size offerings, as well as 75cl with flip-cap. The new formats will be available alongside the glass packs.

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