Nestle Waters North America (NWNA) 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.
"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, actress 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, 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.
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.
