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.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Subscribe to Just Drinks for just £1 for 1 month

Stay ahead with unbiased news, expert commentary, and in-depth features on global topics.

As a trusted provider of data and insights, Just Drinks collaborates closely with industry leaders and professionals to offer unique thought leadership and analysis. Gain a deeper understanding of the drinks industry’s trajectory and the priorities shaping the profession.

What’s included in your subscription:
  • Personalized Access: Secure login to Just Drinks
  • Industry News & Expert Commentary: Timely updates and exclusive C-level interviews.
  • Case Studies & Deep Dives: Real-world applications and in-depth analyses.
  • Exclusive Subscriber Newsletter: Weekly top features, plus a new thematic report and webinar.

Ready to stay informed?

Subscribe to unlock exclusive content.

Already a subscriber? Sign in to access your account.

Pleasecomplete this form to request more information, and a representative will be in touch shortly.

Just Drinks Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Drinks Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now