Cone works with Nestlé Waters North America on initiatives that range from corporate responsibility strategy to product marketing that protect and enhance Nestlé Waters’ brands. Our work touches stakeholders from activists to media to retailers and consumers.
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Environmental Product Marketing: In 2007, Cone launched Eco-Shape, Nestlé Waters’ half-liter bottle that contains up to 30 percent less plastic than leading beverage brands. As part of this effort, Cone conducted an executive campaign positioning the CEO and company as innovators in packaging and environmental responsibility, among influential media and industry leaders.
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Issues Management: Cone monitors media, blogs and other channels to track and respond to social and environmental issues that impact Nestlé Waters’ business. We provide daily policy and operational recommendations to mitigate risk, as well as develop materials and messaging. Activities include media relations, executive speaking support and on-line communications to address issues including consumer topics, activist engagement and community interaction for water source siting.
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Cause Branding Initiative: To encourage youngsters to be more active and learn healthy habits such as drinking water, Nestlé Pure Life supports Go-Play!, a program where consumers collect Nestlé Pure Life labels to earn points that can be redeemed toward fitness and sports gear or toward transportation costs for educational field trips at their children’s schools. Cone worked with Nestlé Waters to communicate the program to key stakeholders including educators and parents to increase participation in the program and enhance the Nestlé Pure Life brand.
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Brand Marketing: Cone has assisted Nestlé Waters in brand marketing for much of its portfolio including many of its natural spring water brands (such as Poland Spring and Deer Park), Nestle Pure Life, Perrier and Contrex. This includes strategy and platform development, product innovations, line extensions, sponsorships, media relations and influencer engagement.
