Nestle Waters has unveiled a new UK TV ad campaign for its Buxton Natural mineral water as part of a GBP2m (US$3.37m) brand investment.

The campaign – called 'Naturally Pumped Up' – is aimed at repositioning the brand for its “core demographic of 25-45 year olds”, the unit said. The 30-second spot, which runs from the end of this month for four weeks, features a lawn bowls match between a team of old men and younger rivals. 

It is the first UK TV ad for Buxton in three years, Nestle said. Daytime slots will feature a bottle of still Buxton to flag “everyday healthy hydration”, while evening broadcasts will show a bottle of sparkling Buxton to highlight it as an accompaniment to meals.

The campaign will also include in-store activities and a digital competition via Twitter. Last month, Buxton sponsored the Virgin London Marathon. Nestle said the investments are part of a GBP2m spend on “brand communications” for Buxton in the UK.

Last week, Coca-Cola announced it is launching its Glacéau Smartwater brand in the UK. Latest figures show the UK bottled water market rose 6% in value last year to GBP1.7bn.