Nestle Challenges Hispanics to Drink More Water

Nestle Pure Life water is launching a new campaign, called “Better habits for a better life,” to encourage Latina moms to get their families to drink more water.

A major component of the Nestle Waters North America pitch is “La Promesa Nestle Pure Life,” a challenge that invites consumers to replace one sugary drink with water each day. “It’s a very simple, single message about changing behavior and creating better habits through steps like drinking water,” said Carolina Rodriguez, marketing manager, Nestle Waters North America. “Small things like this can have big implications for your health.”
Hispanic TV host Cristina Saralegui (pictured) is featured in the campaign, as part of her two-year partnership to serve as the brand’s spokesperson. Previously, Saralegui was the focus of TV commercials, sitting on a sofa talking about the importance of water in managing health problems like diabetes and obesity. In the new Nestle Pure Life spots, via Cassanova Pendrill, the brand is given more prominence. A mother is seen in a supermarket weighing the choice between a sugared drink or water as she runs into Saralegui, who talks about the importance of water.
National TV breaks in June and runs through October on networks like Univision, Galavision and Telefutura. The campaign also uses regional radio to support in-store promotions, grassroots events and the La Promesa sweepstakes at Consumers can register their pledge to remove one sugary drink from their family’s diet each day and replace it with water. In doing so, they are automatically registered in the contest with over $20,000 in prizes, including a grand prize trip for four to Miami, and dinner with Cristina Saralegui.
Rodriguez said Hispanic consumers have played an important role in growing the brand’s popularity since it was launched in America nearly seven years ago. It is now the best-selling bottled water brand by volume, according to Beverage Marketing Corp. In the brand’s most recent marketing efforts, Nestle did not run general market advertising but focused instead on Hispanic ads using the first campaign featuring Cristina Saralegui. Since those ads broke in 2008, the brand’s awareness and purchase intent levels have quadrupled among Hispanics, Rodriguez said.
“Hispanic sales have been a big contributor to the brand’s growth in America,” Rodriguez added. “Even when general market sales were not growing, Hispanic sales were going up.”