Nestle Pure Life sets to penetrate bottled water market in the second half of th

is year adding trendy messages on the packaging labels encouraging the customers
to share the essence of lively life
- Planning to continuously utilize emotional marketing strategy to rea
ch the new generation
Nestle Pure Life is ready to capture the leadership position in the PE
T bottled water segment, following strong market feedbacks of its three latest T
V commercials, which have been on air since the beginning of this year. The comp
any is launching Care Delivery campaign in a crucial move to reinforce its proacti
ve Emotional Marketing approach. The campaign will run together with the roll out
new packaging labels with additional nice and caring messages that is sure to re
ach the target consumers.
Prayad Anuchiracheewa, executive director water business under Nestle
(Thai) Limited, the manufacturer and distributor of Nestle Pure Life, discloses
that the company is stepping forward towards the penetration of the PET bottled
water market in the second half of this year. The new Emotional Marketing strategy
has been launched to boost awareness of Nestle Pure Life. The key marketing mes
sage will be communicated to target customers through the company s new emotional
marketing concept entitled Sharing is giving good things to each other . The compan
y will also launch its newest Care Delivery campaign to follow the great success o
f Nestle Pure Life s latest TV commercials, which have been launched since the beg
inning of this year and received very good feedbacks from the consumers both in
brand perception and awareness.
From our post advertisement survey, we found that the three latest TV c
ommercials could reach new generation consumers effectively and in massive scale
, says Prayad. He adds that the first TV commercial titled Chat is able to reach th
e group of office workers as the story was in line with the lifestyle of the peo
ple working in the office environment, while the second commercial titled Basketb
all can be fully accessed by teenagers, who are school and university students un
der peer influence and loved to show their concerns. The third TV commercial tit
led Traffic , which is most remarkable and widely mentioned by local viewers of its
lively storyline, can also reach general people on streets. All TV commercials
were trying to convey the benefits of drinking fresh water through the messages
that reflected concern and sentiment communicated between main characters in the
TV commercials, which will not only enhanced brand awareness, but also good fee
ling and emotion among target customers. The campaign is a great connection betw
een emotional value of consumers and the Nestle Pure Life brand, which finally w
ill lead to consumers buying decision about the product.
Prayad says that the additional nice and caring messages added to the
packaging labels stemmed from the success of Nestle Pure Life s latest TV commerci
als. The packaging labels will carry the 3 sentiment and concern messages writte
n on the Post It materials appeared in the TV commercials. Several nice and caring
messages will be added to the packaging labels to facilitate the consumers in e
xpressing their concerns as well as advising their love ones on benefit of drink
ing water. The campaign will encourage customers to share good feeling and livel
y lives together through the goodwill messages. Sharing Nestle Pure Life together
with caring messages showing concern and reminding our love ones to drink lots
of water for good health is an effective mean to share the essence of healthy lif
e with the people you care as naturally, people need to drink a lot of water and
pure drinking water is the most advantageous drink for the human body.
The TV commercials will encourage individual consumers to be more conce
rned of their health as well as realize the benefit of drinking lots of pure dri
nking water, and deliver their concern and sentiment to the love ones, with key
valuable messages expressing concerns and ask them to drink water for refreshmen
t, for creativity and reducing stress. It fits the product s slogan of Share your l
ively life Share with Nestle Pure Life , adds Prayad.
The roll out of new Care Delivery will go beyond the adding of caring me
ssages to the packaging labels. Below-the-line activities, however, will be cond
ucted with the Care Delivery Troop, a troop of motorcycles and delivery girls to
promote the caring and sharing good things as well as sharing the lively life am
ong the consumers. The troop will encourage passer-by to share lively lives with
each other through various messages on Nestle Pure Life labels. The new PR acti
vities will be handled in cooperation with leading magazines and tie-in activity
with Za Zaab Sanjorn and Fah Mee Ta program on Channel 7 to encourage the consumers
to share Nestle Pure Life with their love ones as well as inviting the restaura
nts to join Nestle Pure Life decoration program to reflect cleanliness, modern,
outstanding and hygienic look. The company will also strengthen its trade networ
k with the allocation of marketing supports to retail shops and restaurants, tog
ether with attractive decoration of Point of Purchase (POP) materials as well as
pop-up bottles on the fridges, which are Nestle s unique innovation to remind the
consumers to convey their good feeling to their love ones via Nestle Pure Life.
The company has also a plan to increase its product distribution and availabili
ty covering all provincial areas throughout the country. The company has set asi
de total marketing budget of more than 100 million baht this year on Nestle Pure
Life product.
Prayad estimates total market for PET bottled drinking water to grow b
y 7-8 per cent this year, up from the posted value at over 13 billion baht last
year. The market competition will focus on enhancing key branding strategy set t
o encourage good perception from the consumers. It is in line with the growing t
rend of people, who become more health-conscious. Nestle Pure Life is now No. 2
leader in the PET bottled water segment with market share of 24 per cent. The co
mpany is confident that the new emotional campaign will enable us to the number
one position in the near future.