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.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData