Taking direct aim at the Smartwater juggernaut, Nestlé Waters North America (NWNA) announced that it is now distributing its Resource water brand nationally. NWNA test launched the premium-priced water brand, which is spring-sourced and contains naturally occurring electrolytes, last year in Southern California. Following the success of the introduction and consumer interest in Resource, the company initiated new distribution of the brand across the U.S. earlier this year.
“The presence of Resource drove the premium still water segment in the Southern California market to new heights,” Joe Wiggetman, General Manager for Resource, said in a statement. “As we begin the national roll-out, retailer acceptance has been off-the-charts across all key trade channels.”
NWNA will begin a national marketing push for Resource in mid-2013, kicking-off with “a high-profile” event, according to the company. NWNA will continue to support the brand with a multi-faceted marketing campaign that includes print and digital advertising, brand partnerships, and social media.
Here is Nestlé statement on the new distribution of Resource:
STAMFORD, Conn., (January 14, 2013) – Nestlé Waters North America’s premium still water brand resource 100% Natural Spring Water is expanding nationally and is available to retailers across the U.S. as of January 2013. Following the success of the 2012 launch in Southern California, Nestlé made the decision to capitalize on consumer interest in the product and expand to national distribution in 2013. resource is a 100 percent natural spring water sourced only from carefully selected natural springs that have naturally occurring electrolytes for a crisp, clean taste and is packaged in a bottle made with 50 percent recycled plastic.
While the product has already begun rolling out to retailers, the brand is ramping up for a national marketing launch in mid-2013. resource will kick off with a high-profile launch event and then continue to be supported through a comprehensive, multi-faceted marketing campaign including print and digital advertising, brand partnerships, social media efforts, and in-market account-specific activations.
“We’re excited to introduce a premium bottled water that satisfies the consumer need for a product that is good for you and mindful of the environment,” says Larry Cooper, Senior Marketing Manager for resource. “We’re optimistic about this launch, and are making the marketing investment to build the brand by driving awareness and trial on a national scale.”
In April 2012, resource was introduced to the Southern California market with widespread distribution supported by a dedicated marketing program to help consumers discover the product. Following the success of the Southern California launch, resource is now being made available to customers nationally.
“The presence of resource drove the premium still water segment in the Southern California market to new heights,” adds Joe Wiggetman, General Manager for resource. “resource has performed well to-date and delivers the margins that retailers are looking for in the bottled water category. As we begin the national roll-out, retailer acceptance has been off-the-charts across all key trade channels.”
resource 100% Natural Spring Water is sourced only from carefully selected and sustainably managed natural springs that offer naturally occurring electrolytes for taste. The product is packaged in a bottle made with 50 percent recycled plastic1 and is recyclable. resource is available in 700mL and 1L single-serve bottles and six-packs. The brand is part of the Nestlé Waters North America family of bottled waters, and provides a premium offering to complement the existing domestic water portfolio.
For sales inquiries or more information about resource, contact your Nestlé Waters account representative.
About Nestlé Waters North America
With 36 years of experience providing healthy hydration in the bottled water segment, Nestlé WatersNorth 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 Nestlé Waters North America to be the third largest non-alcoholic beverage company by volume in the U.S.