Nestlé Waters Contrex Launch

Nestlé Waters approached Cone to generate awareness and drive trial for the U.S. launch of Contrex, a new calcium-rich mineral water. In addition to national and local market media relations, Cone was also responsible for the positioning and messaging for the product. Contrex was unveiled to influencers nationwide including, food experts, fitness professionals, nutritionists and celebrities.

Cone secured Ellie Krieger, a NY-based nutrition and fitness expert, author and frequent guest on national talk shows. Ellie provided her services in media relations, consumer education and events in Chicago and San Francisco. Cone also conducted comprehensive outreach to short and long-lead media and secured a satellite media tour to feature Contrex.

To generate awareness and “buzz” to drive interest and encourage trial of Contrex, Cone developed a word-of-mouth program to reach key thought leaders who have the potential to become brand evangelists and lend credibility to the product. The 300 hand-picked influencers included nutrition experts, fitness professionals, modeling agencies, talent agencies, spas/salons, food experts and media. 

Media relations and influencer program outreach resulted in:

• More than 40 broadcast, print and radio placements including, Marie Claire, Good Housekeeping, Spa Magazine, Beverage Spectrum, Chicagoist.com, Oakland Tribune and York Daily Record (York, PA)
• 2.1MM media impressions through the satellite media tour
• 23% influencer response rate (includes newly referred names)
• Positive feedback with highest response rate from nutrition and food experts:
• 64% said they would purchase Contrex
• 86% said they would recommend Contrex to others