CLIENT STORY
Nestlé Regional Spring Waters
Nestlé Waters needed a partner who could increase purchase intent for its broad portfolio of regional spring water products — Ozarka, Poland Spring, Arrowhead, Deer Park, Zephyrhills, and Ice Mountain.
Situation
Each regional spring water brand faced a crowded, competitive landscape making its local appeal a commodity feature. With sales ranging dramatically across regions, the umbrella Nestlé Waters brand needed a marketing solution allowing each product to scale simultaneously.
Brand Problem
Reinforce the authenticity of each local brand and its part in local culture by executing regional playbooks and templated tactics simultaneously used by all water products year-over-year. Monthly aggregated reporting optimized real-time action and informed annual decision-making at the corporate level.
Approach
Outcome
Locally captured and nationally distributed content according to each regions’ strategy was managed real-time by social community managers who fostered meaningful conversations driving attributed sales lift for many of the spring water brands.
17% sales lift for Deer Park
11% sales lift for Zephyrhills
10% sales lift for Poland Spring
3.2% fan growth for Ozarka
8-year Agency of Record engagement with continuous brand recognition, including Gold and Silver Davey, Horizon and W3 Awards in the Food and Beverage Category.
Leading the Prophet (formally Springbox) creative team, I worked directly with the client in all stages of research, strategy, marketing and website development, production, and ongoing management of the regional marketing teams we put in place.
The Nestlé Waters Regional Spring Waters Brand Kit
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The corporate brand strategy and expression for Nestlé’s Regional Springs Waters were defined annually. Once approved, the integrated agency team was tasked with translating the brand promise authentically while increasing online engagement and attributed sales lift.
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Regionally staffed teams captured timely and locally relevant content woven into every digital touchpoint, from websites to campaigns to social and community management, reinforcing the idea that, as a local brand, Nestlé Waters was a part of the local fabric.
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A templated CMS-driven website experience allowed each regional spring water brand to efficiently and authentically apply its unique brand expression — colors, photography, iconography, voice, and tone — to drive attributable product sales.
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Regional teams shaped a distinct voice and tone that elevated each region’s brand heritage and unique flavor. The content was captured locally and distributed according to regional strategies by social community managers who fostered meaningful conversations, driving attributed sales lift for the spring water brands.
“The Nestlé Waters team helped illustrate our brand voice through our brands’ unique heritage, our regional spring locations, and our commitment to local communities.”
Christine Sumecki,
Sr. Marketing Manager, Digital Nestlé Waters North America
