Nestlé Waters Sparkling
RESEARCH, structural DESIGN & development
Product Ventures partnered with Nestlé Waters North America to launch a new premium bottle design to leverage the company’s regional spring water brands into the sparkling category. Drawing from Nestlé’s sparkling expertise from premium brands Perrier® and S.Pellegrino®, and harnessing the brand loyalty to its Regional Spring Water Brands, Nestlé is now positioned to offer Americans a new updated line of sparkling spring waters with more flavors and packaging choices than ever before.
The new proprietary PET bottle design, owned by Nestlé Waters NA, highlights the movement of sparkling bubbles through a unique upward spiral design that also offers enhanced grip to the consumer. To develop this innovative package, Product Ventures and Nestlé embarked on a creative journey that included a visual brand decode and foundational consumer insights to inform ideation. A robust design exploratory then ensued, along with further consumer dialogue, to develop a structure that embodied the product essence. Product Ventures’ Founder and CEO, Peter Clarke, said, “translating the effervescence of the product into the silhouette of the package with an optically & tactilely exciting texture creates an evocative and compelling design that is truly unique to the category.”
Nestlé has planned its largest launch ever behind this campaign starting in February, with a major focus on TV.
Graphics: Cornerstone Strategic Branding
Nestlé Waters North America on Sparkling Water:
‘WE WANT TO DOUBLE, TRIPLE, QUADRUPLE THE SIZE OF THIS CATEGORY’
By Mary Ellen Shoup
Nearly nine months since launching its new sparkling water portfolio across its six regional spring water brands, Nestlé Waters North America has roughly doubled its household penetration compared to the same time last year.