Jun 12, 2013

Nestle Waters Launches Spring Water Brand

Brand teams up with actress Alyssa Milano, Dress for Success, Project Runway and AiRealistic

Nestle Waters resouce Alyssa Milano, Dress for Success, Project Runway

Nestle Waters North America nationally launched resource natural spring water, its domestically sourced premium still water brand with naturally occurring electrolytes for taste. It is sustainably sourced natural spring water from carefully selected sources, packaged in a bottle made with 50% recycled plastic that is 100% recyclable.

As part of the product's multi-faceted national launch, actress Alyssa Milano will officially introduce resource and co-host a consumer launch event in New York City. There, the brand will also present "Electrobatique — An Enchanting Discovery," an original performance featuring water effects, aerial choreography and acrobatic dance by aerial theater company AiRealistic, with interactive projection design by WorkHorse-NY. The show was created by directors/choreographers Bill Mulholland and Gwyneth Larsen, along with creative director/event designer Gregg Curtis, who has been involved in theatrical shows Alegria by Cirque du Soleil and Le Reve by Franco Dragone. The performance will be filmed and shared with consumers the week after the launch through YouTube. Also at the event, the resource Fountain of Electrolytenment will answer guests' questions and interact in real-time through words written within sheets of falling water.

In addition to Milano's support, resource is teaming up with three well-known lifestyle experts to help its consumers discover their passions: food writer and host Aida Mollenkamp; fashion and beauty expert, author and style editor for NBC's "Today Show," Bobbie Thomas; and fitness expert and former trainer on NBC's "The Biggest Loser," Brett Hoebel. Resource will socially connect fans with these experts, offering exclusive related tips and trends.

Resource also has aligned with a variety of organizations, including Dress for Success, an international nonprofit organization that provides professional clothing, confidence boosts and career development to disadvantaged women seeking to succeed in the workforce and ultimately achieve economic independence. Throughout the year, resource and Dress for Success will come together at a series of fundraising events across the country and support Young Executives for Success (Y.E.S!). Y.E.S! is the volunteer branch of Dress for Success, composed of young professional women that coordinate volunteer, fundraising and networking opportunities to champion the mission of Dress for Success to take place during off/after hours.

Overall, the brand's partnerships extend the product's introduction through various lifestyle areas to connect with consumers. Resource is available in 700-mL and 1-liter sizes at grocery, convenience, natural food and pharmacy retailers nationwide.