Premium proposition
He said the core target audience for Nestlé Waters’ premium water was women aged 35-45, “typically married and with children, who are affluent, have holistic lifestyle and tend to be thought leaders…passionate about discovering the latest trends and products”.
Marketed as 100% Natural Spring Water with zero calories, Resource is novel to the extent that it includes electrolytes – naturally occurring in springs – for a“crisp, clean taste”.
According to Cooper: “Our Electrolytenment campaign reminds the consumer to look at the product in an enlightened and holistic way, a healthful, natural beverage sourced and packaged in a way that is good for you and mindful of the environment.”
Asked what the purpose of the electrolyte content was, and whether there was a sports performance benefit involved – given their inclusion in such drinks – Cooper said they played a role in “supporting balanced hydration”.
“However, Resource is not a sports drink, nor is it meant to provide a sports performance benefit.”
Electrolyte content varies
Electrolyte content varied from bottle-to-bottle, depending on the specific springs from which the water was sourced, he added, where these included springs in Newmanstown and Greenwaltz (both in Pennsylvania) and Long Point Ranch in California.
“Our long-term goal is to be able to source the water from additional local springs,” Cooper said.
As for the plastic container itself, he explained that Resource was first launched in 2009 in select Whole Foods, using only 25% recycled plastic.
“As the supply of high-quality affordable rPET increases, we are able to increase the amount in our bottles,” with the subsequent move to 50% recycled plastic, he added.
Larry Cooper, senior marketing manager, Resource, told this publication that Southern Californian supermarkets and convenience stores were now selling Resource in 1 litre and 700ml bottles made from 50% recycled PET (rPET) at suggested retail prices of $1.69 (€1.34) and $1.49.
