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ONCE upON A TImE…<br />
but a strong case was emerging for marketing<br />
other types of waters. Spring water, which was<br />
not governed by the same regulations on mineral<br />
content, could be tapped at multiple sources;<br />
bottled water, which had been treated and<br />
filtered, could multiply the opportunities to offer<br />
safe, quality drinking water to a much wider<br />
consumer base.<br />
And so, in 1997, the company announced two<br />
new strategic directions. Firstly, Home &<br />
Office distribution would now be integral to the<br />
business; secondly, the company would hitherto<br />
embrace the concept of multi-sourcing in order<br />
to add new lines of spring waters and treated<br />
waters to its existing portfolio of mineral<br />
waters.<br />
The second development served as an overture<br />
for another move of symbolic significance: now<br />
that water had proved that it was a key sector<br />
within the Nestlé group, it was time to launch a<br />
bottled water which would bear the Nestlé name.<br />
Boldly building brands<br />
This was a landmark decision. Perrier Vittel<br />
S.A. set to work to produce a spring water brand<br />
which could be bottled at different sites. The<br />
result was Nestlé Pure Life, and it made its<br />
debut in Pakistan at the very end of 1998. Nestlé<br />
Pure Life soon appeared in other markets,<br />
initially alongside local brands in Brazil, China<br />
and Mexico.<br />
The model was a huge hit and in May 2000,<br />
Perrier Vittel S.A. launched a second Nestlé<br />
brand - Nestlé Aquarel - simultaneously in five<br />
European markets.<br />
In parallel to the highly successful development<br />
of multiple-source brands, Perrier Vittel<br />
continued to extend its family of regional<br />
brands and partnerships - on all continents - in<br />
10
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