Friday, September 7

Nestle Waters 50,000 Calories



Sometimes all you need is a unique claim to make a ruckus in the marketplace, particularly when competing in a pretty stagnant category.  We've seen many a brand try to do it, especially in pharmaceuticals when often a claim is all you can hang your hat on.

Look at Cheerios and the adult cereal category:  claims around reducing cholesterol brought big spikes in sales.

One of my favorites is last year's Crystal Light campaign touting a study that Crystal Light drinkers drink more water and water is essential to good health.  Hence ...

Now Nestle Waters is trying the same game with a new claim about switching from soda to water.  In somewhat typical "back to school" fashion, the new commercial shows Mom trying to get Dad and Kid to stop drinking so much soda.

The claim?  Switch just one drinking occasion per day to water and you will save each person 50,000 calories in a year.  Wow!  That is quite compelling:  a new claim to shake up the beverage category.  Someone at Nestle is thinking on their feet!  Now this isn't the first time that Nestle has talked about calorie consumption among kids, but I do believe it's the most tangible example of how a simple little behavior can make a big difference ... brought to you by a brand.

Here's a similar YouTube video that the brand also released:



What's your experience?  Jim

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Professor, NYU

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