Nestle Waters Launches resource Natural Spring Water

Brand teams up with Alyssa Milano, Dress for Success, Project Runway, AiRealistic

Published in CSP Daily News

STAMFORD, Conn. -- Nestle Waters North America has launched resource Natural Spring Water, its domestically sourced premium still water brand with naturally occurring electrolytes for taste. It is sustainably sourced natural spring water packaged in a bottle made with 50% recycled plastic that is 100% recyclable.

"We're thrilled to officially celebrate the national launch of resource, a healthful, all-natural beverage that is also mindful of the environment," said Larry Cooper, group marketing manager for resource. "Our 'electrolytenment' communication campaign leads consumers along a path of discovery to a lifestyle of well-being by highlighting the brand's differentiating product benefits." The campaign includes lifestyle magazines and digital outlets, media integration with reality TV show, Project Runway, along with health and wellness partnerships.

As part of the product's national launch, actress Alyssa Milano officially introduced resource and co-hosted a consumer launch event in New York City. There, the brand also presented "Electrobatique--An Enchanting Discovery," an original performance featuring water effects, aerial choreography and acrobatic dance by aerial theater company AiRealistic, with interactive projection design by WorkHorse-NY. Director/ Choreographers Bill Mulholland and Gwyneth Larsen along with Creative Director/Event Designer Gregg Curtis, who has been involved in theatrical marvels Alegria by Cirque du Soleil and Le Reve by Franco Dragone. produced the show. The performance will be filmed and shared with consumers the week after the launch through YouTube.

Also at the event, the resource Fountain of Electrolytenment answered guests' questions and interacted in real-time through words written within sheets of falling water.

In addition to Alyssa Milano's support, resource is teaming up with three lifestyle experts to help its consumers discover their passions; food writer and host Aida Mollenkamp; author, and fashion and beauty expert, Bobbie Thomas; and fitness expert and former trainer on NBC's The Biggest Loser Brett Hoebel. resource will socially connect fans with these experts, offering exclusive related tips and trends.

resource has also aligned with a variety of organizations, including Dress for Success, an international nonprofit organization that provides professional clothing, confidence boosts and career development to disadvantaged women seeking to succeed in the workforce and ultimately achieve economic independence. Throughout the year, resource and Dress for Success will come together at a series of fundraising events across the country and support Young Executives for Success (Y.E.S!). Y.E.S! is the volunteer branch of Dress for Success comprised of young professional women that coordinate volunteer, fundraising and networking opportunities to champion the mission of Dress for Success to take place during off/after hours.

Overall, the brand's partnerships extend the product's introduction through various lifestyle areas to connect with consumers. resource is available in 700mL and 1L sizes at grocery, convenience, natural food and pharmacy retailers nationwide.

With 36 years of experience providing healthy hydration in the bottled water segment, Nestle Stamford, Conn.-based Waters North America is a leading bottled water company. The company produces six regional natural spring water brands in the United States, distributes three international brands, produces Nestle Pure Life, its nationally distributed purified bottled water, and most recently, ready-to-drink iced teas.

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