STAMFORD, Conn., June 5, 2013 /PRNewswire/ – Nestle Waters North America today nationally 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 from carefully selected sources, packaged in a bottle made with 50 percent recycled plastic1 that is 100 percent recyclable.2
“We’re thrilled to officially celebrate the national launch of resource, a healthful, all-natural beverage that is also mindful of the environment,” says 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 multi-faceted national launch, acclaimed actress and star of the new ABC show “Mistresses,” Alyssa Milano, will officially introduce resource and co-host a consumer launch event in New York City. There, the brand will also present “Electrobatique – An Enchanting Discovery“, an original performance featuring water effects, breathtaking aerial choreography and acrobatic dance by renowned aerial theater company, AiRealistic, with interactive projection design by WorkHorse-NY. The show was created by 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. 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 will answer guests’ questions and interact in real-time through words written within sheets of falling water.
“I am so excited to be partnering with resource, because I believe in the power of water and have done a lot of work to help children have access to clean water,” says Alyssa Milano. “The resource brand is about more than hydration – it stands for empowerment of the mind, body and soul. I’m honored to be a part of this incredible launch.”
In addition to Alyssa Milano’s support, resource is teaming up with three well-known lifestyle experts to help its consumers discover their passions; food writer and host Aida Mollenkamp; fashion and beauty expert, author and Style Editor for NBC’s “Today Show”, Bobbie Thomas; and fitness expert and former trainer on NBC’s “The Biggest Loser”, Brett Hoebel. resourcewill 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.
“Dress for Success has made an impact on over 700,000 women worldwide because we focus on the whole woman when she walks through our doors. resource hydrates the body, nourishes the mind and sustains the soul — like us, they understand that to have a positive effect on someone’s life takes a multifaceted approach,” says Joi Gordon, CEO of Dress for Success Worldwide. “With support from resource, we look forward to reaching even more women and having the brand as the first-ever national sponsor for Y.E.S!”
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. For more information on resource and for tips from resource sponsors, visit facebook.com/resourcespringwater.
About Nestle Waters North America
With 36 years of experience providing healthy hydration in the bottled water segment, Nestle Waters North America is the nation’s leading bottled water company. The company produces six regional natural spring water brands in the U.S., distributes three international brands, produces Nestle® Pure Life®, its nationally distributed purified bottled water, and most recently, ready-to-drink iced teas. The company’s dedication to quality products, employee development, bringing shared value to communities, and its commitment to environmental stewardship, especially in the areas of water use, energy and packaging, has led Nestle Waters North America to be the third largest non-alcoholic beverage company by volume in the U.S.
About Dress for Success
Dress for Success is an international not-for-profit organization that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life. Since starting operations in 1997, Dress for Success has expanded to more than 125 cities in 15 countries. To date, Dress for Success has helped more than 700,000 women work towards self-sufficiency. Visit www.dressforsuccess.org to learn more.
1 Excludes label and cap.
2 Recycling facilities may not exist in your area.