Nestlé Waters North America Challenges Childhood Obesity

As childhood obesity continues to be a growing concern for American parents due largely to the strong prevalence and availability of sugary drinks, Nestlé Waters North America enlisted the help of Cone to launch two healthier products: the Aquapod and the 8 oz. with Fluoride. To highlight Nestlé Waters’ innovation and commitment to its consumer and elevate consumer awareness of the healthy attributes of water, Cone developed strategic partnerships that positioned the company’s products as essential necessities for healthier living.

Cone developed a multi-tiered media relations campaign consisting of national and regional print, television and radio outreach, utilizing a nationally known pediatrician, imaginative mailers and significant research. The influencer program was developed with the goal of increasing awareness among health professionals across the country on the benefits of water. The team was able to reach out and activate influencers, ultimately engaging with a targeted group of brand advocates and expand communications of product health benefits by leveraging its brand advocate networks.

Media outreach and influencer communications resulted in:

• Garnered 49.3MM media impressions
• Engaged 64,000 dental and pediatric experts and distributed 15,000 bottles of water
• Sent patient kits to 650 new brand advocates
• Reached 650,000 patients