Teams of five interns developed a tactical media plan for NestlĂŠPure Life bottled water. The project was presented during the last week of the internship program to Nestle executives and account planners. My responsibilities included designing the presentation, researching the target audiences, setting key insights, fleshing out ideas for strategic partnership, allocating the budget and developing the campaign timetable.

1. Team Bestlé Waters:
The #PureMagic Initiative
Brian Donovan, Christina Manis, Colleen O’Meara,
Jason Schoenfeld, Rosemary Joseph
Summer 2014

2. Meet Bestlé

3. Agenda
1. NPL Overview
2. Competitive Overview/Bottled Water Market
3. Target Audience
4. Key Insights
5. Big Idea
6. Media Mix
7. Partnerships/Sponsorships
8. Digital/Out-Of-Home
9. Budget Allocation
10.Conclusion

4. Nestlé Pure Life
● Nestlé Pure Life is Nestlé’s value
brand water bottle offering
quality and reliability for an
excellent price.
● Nestlé Pure Life’s 14-step
filtration process offers top
quality assurance to its
consumers.

5. Competitive Landscape
● Nestlé owns ⅓ of the bottled water market.
● Dominates media spending in every category
● Highest spend comes in TV
o Syndication; Cable; then Network
Source: Mintel, Kantar, Infoscan reviews
Figures from full year 2013:
Brand Share of Market Share of Voice
Nestlé Pure Life 32% 26%
Dasani 15% 6%
Aquafina 9% .01%
Other 44% 68%

6. Consumers have a growing desire for healthy, zero-calorie beverages.
“Manufacturers will have to continue to innovate with flavors, ingredients, and
packaging in order to continue growth and justify higher prices.”
The Bottled Water Category
“Which, if any, of the following reasons
explain why you are drinking water?”
Source: Mintel 2014

7. Who is the Nestlé
Audience?

8. What You’ve Told Us - “The Family Champion”
● General Market (35-54): “Family is #1,” “I consider myself a planner,
even though my life is hectic,” “Health is important, but it does not rule my
life.”
● Hispanic Market (25-54): “Family is #1,” “I have strong ties to my
beliefs and tradition,” “I strive to keep myself and my family healthy.”

9. What Else Is Going On With Mom?
● Moms are “mobile ninjas.”
● Facebook is their social network of choice.
● Moms are busy, and always on the go.
● They treasure family time.
● Moms are always looking for coupons, discounts, and promotions.
Source:
Mintel 2014,
inmobi.com
(Global Mobile
Media
Consumption
Study)

10. Key Insights
● Both of Nestlé Pure Life’s target markets,
moms and Hispanic moms, rank their
family’s safety and well-being as their
greatest concern. Children are the main
purchase influencers on their mothers.
● Bottled water is not considered an essential
product.
● Ingredients, packaging, and flavors all play
significant roles in differentiating the
various water bottle brands.

11. Reaching the Nestlé
Audience

12. The Big Idea
Nestlé Pure Life makes healthy kids, and healthy kids make happy
moms.
To position Nestlé Pure Life as an essential product in a mother and
child’s always-on-the-move lifestyle, our media campaign will reinforce
the importance of keeping mom and her kids hydrated during a day filled with
carpools, activities during school recess, and after-school sports.
To provide an answer to the question: “How do you make water interesting?”

13. #PureMagic Bands
Step 1: Remove cap
Step 2: Fill bottle cap with water
Step 3: Pour water from cap onto bracelet
Step 4: Watch the magic happen!

14. Media Mix
We’ve designed a campaign around partnerships, sponsorships,
and a supporting media mix that leverage the already strong
Nestlé brand to acquire and activate low to medium consumers.
ENGAGEREACH ASSOCIATE

15. Planning Approach
Our campaign will be 100% digitally focused to align with evolving
consumer behaviors.
● Effectively communicate the Nestlé Pure Life message - this water bottle is
special and essential to mom’s daily routine.
● Go beyond reaching consumers - organically engage and activate.
● All paths lead to the product - moms need Nestlé Pure Life.
● Make every dollar count.
ENGAGEREACH ASSOCIATE

16. Strategic Partnerships
Strategy: Garner interest among the fanbase of a well-established partner that
has values that align with NPL to further promote the product
Tactics:
-New York City Football Club (NYCFC)
-American Youth Soccer Organization (AYSO)
Rationale:
-34% of soccer fans are Hispanic
-Over 3 million participated in youth soccer leagues in 2012
-18% of 12-17 year olds are avid soccer fans
(Source: The Atlantic)
(Source: usyouthsoccer.org)
(Source: ESPN)

17. The Buzz of NYCFC
Excited Fanbase
New York City

18. Opening Day Activation
Experiential Marketing: The Nestlé Pure Life family hydration zone!
● Designate a high-traffic area in the stadium as the hydration zone.
● Shoot-and-score goals and activities for kids.
● Educate parents on the merits of the Pure Life Process.
● Hand out NPL #PureMagic Bands.
● A that-day-only sweepstakes for a chance to win a signed soccer ball!
● And of course… NPL bottled water giveaways.
An opportunity to get quality video content of a jam-packed Yankee Stadium
filled with people drinking NPL and wearing their #PureMagic Bands. The
content could then be distributed digitally to give it national scale.

19. Digital
Strategy: Use cross-platform digital media to reach moms everywhere they go
in their busy lives. Negotiate for added value (ex. brand lift studies - awareness,
purchase).
Tactics:
-Network buys for web-based video, mobile and display (utilize Xaxis services)
-Paid and organic search (Google, Yahoo, Bing)
-Blog influencers (cafemom, sheknows.com)
-Paid social (Facebook promoted posts)
Rationale:
-Moms consider mobile devices their “everyday companions” for consuming all
sorts of information

20. Reaching Audiences
Xaxis
DMP

21. Digital Content
All digital content will lead back to the product via the #PureMagic initiative:
A 30-second spot featuring an NPL-sponsored, top-tier, female
athlete mom, such as Mia Hamm.
Communicating the positive qualities of NPL, the wristbands, and the
importance of ensuring kids are drinking the proper amount of water every day.
NYCFC Opening Day event highlight reel/hype video.
Using footage gathered from the event (families drinking NPL; crowds cheering
for the game; people wearing their bands).
Online content on hydration education for mom and her kids.
Reveals the science behind the bands and the details of the Pure Life Process.

22. Strategy: Drive awareness for our Yankee Stadium event and #PureMagic
initiative in the month leading up the launch of the soccer season.
Tactics:
- Metro-North Hudson line (direct transit to Yankee Stadium)
- Yankee Stadium billboards
- Greater City buses and taxis
Rationale:
-Creating a dynamic out-of-home approach for consumers who would value
from our #PureMagic campaign will naturally build campaign productivity.
Transit/NYCFC Out-of-Home

23. Budget Allocation

24. 2015 Schematic

25. Important Times for Moms and Kids

26. Measuring Success

27. Key Performance Indicators
Primary: Secondary:
● Brand Study
○ Nielsen and
Vizu
● Retail Sales
● Social Engagement
● Homepage Visits
● Coupon Downloads
● Standard Digital
Metrics

28. Conclusion
We feel that this media plan effectively builds brand loyalty while organically
reaching a large audience with the Nestlé Pure Life message.
It compels people to engage with the product - all the elements in our plan
point to the magic in Nestlé Pure Life.
It drives earned media by associating Nestlé Pure Life with concepts kids and
moms will feel good about.
It positions NPL bottled water as an essential product by defining its role in
the busy lives of moms and their kids.
It provides a satisfying answer to the question: “How do you make water
interesting?”

29. Thank You!