Have you gotten your Nature's Fix? If not, Nestle's new campaign is here to entice you.
Launching with three animated videos (and more to come), the campaign by America's largest bottle water seller is aimed at changing people's drinking habits from sodas and sugary sports drinks to a sparkling water alternative consisting of three natural ingredients: 100% spring water, fruit essence and bubbles.
The campaign, by McCann New York and Elastic, encompasses Nestle's six water brands: Arrowhead, Ozarka, Ice Mountain, Deer Park, Zephyrhills and Poland Spring, which put out a press release on its piece of the campaign.
The stars are the woodland critters who are running a forest factory that produces the new beverages.
Carolina Rodriguez, Senior Brand Manager for Nestlé Waters’ Regional Spring Water Brands in the US, says in a press release that the intention is to encourage people to "get hooked on something good."
"The new Nature’s Fix campaign aims to communicate the natural attributes of the regional spring water sparkling brands, which offer refreshment without unwanted baggage," she states. "It takes a positive and humorous approach by introducing forest creatures who work together. These animals are uniquely qualified for the task because, like all three sparkling spring water ingredients, they are simple and natural."
In the first spot (at top) titled "The Lab," the bear, or the boss, checks off his list of ingredients only to find out he's missing bubbles, which the rabbits are getting their "fix" from.
The second video is titled "The Shipment," which involves a gang-like hijacking of a truck that's loaded up with Poland Spring:
The third video, titled "The Raid," involves the cops raiding the forrest for bubbles:
While not quite Breaking Bad territory, it's a pretty bold direction (veering into drug/gang territory) for a campaign touting healthy beverages over sugary drinks.
It's aimed at adults 25-40 (with a sense of humor and thirst for healthy beverages), and primarily supported online with Facebook as its main hub (where fans can find coupons, for example, on the Poland Spring Facebook page), plus banner ads and videos.
It's also the latest sign that Nestle truly wants to associate itself with keeping people healthy, considering the company's move towards pharma-food in February.