Clich here - Nestle Waters

“
North America’s
Regional Brands
Proudly Regional,
Totally Natural
Nature reigns in America’s northeastern
state of Maine, a place covered
with forests, wetlands and rolling
mountains. One of the totally natural
products this environment gives rise to
is the region’s favourite bottled spring
water: Poland Spring. At the entrance
to the park where the brand is bottled, a
sign on the wall sums up the prevailing
mood: “Stress Free Zone”.
Poland Spring is just one of six
regional spring water brands in the
Nestlé Waters North America family.
All are the product of peaceful,
natural sources. Some, like Poland
Spring, have been bottled for over 100
years. The story of Nestlé Waters
North America, however, is a more
recent tale. The company was set up
in 1976 to introduce the sparkling
French brand, Perrier, in the North
American market. Right from the
start, Perrier appealed to active,
health-conscious Americans, and a
new bottled-water culture was born.
In 1980, the company began to seek
other brands, looking for quality,
distinctive taste, a strong regional
following and a rich heritage. Poland
46
Spring was the first domestic bottled spring water
brand the company added to its portfolio.
Others followed in 1987: Arrowhead, from mountain
sources in the West, Zephyrhills from Florida springs
where the water is naturally filtered through mineralrich
limestone, and Ozarka, which draws its distinct
flavour from several Texan springs. Soon after, Ice
Mountain, originating in the Great Lakes region of the
Midwest, and Deer Park, from Pennsylvania in the
Northeast, joined the fold.
A striking feature of each of these brands is a strong
regional identity - a particularly American trait. Each
brand figures among the leaders on its own home turf,
and together they span the country from east to west.
This regional diversity was celebrated in 2009,
when Nestlé Waters North America launched a TV
campaign called Born Better. The advert highlighted
the 100% Regional, 100% Natural origins of each
brand, and showed how water is naturally filtered as
it travels underground, absorbing a distinct blend of
minerals along the way.
Of course, delivering natural spring water to the
consumer requires bottles, and Nestlé Waters
understands that reducing the amount of plastic
in its bottles - “light-weighting” - is one of the best
things a beverage company can do to improve its
environmental performance. Between 2000 and 2006,
all six regional brands reduced the amount of plastic
(PET) in their bottles by 40%. In 2007, the company
went further, introducing an innovative 0.5-litre Eco-
Shape ® bottle, which weighed 12.5 grams on average,
and used 30% less plastic than similar containers.