What a coincidence!
From this weekend’s Burbank Leader:
Water conservation has been on the minds of many Californians during the past five years and, while many have done their part to save water, Nestlé USA wanted to make sure future generations continue those efforts.
Employees from the company’s headquarters in Glendale teamed up with the Boys & Girls Club of Burbank and Greater East Valley on Thursday to host an event at Robert E. Lundigan Park in Burbank that taught children the importance of water conservation and sustainability.
The educational festivities were part of Nestlé’s national day of volunteering, in which more than 6,000 employees from the company participated in community-service events in communities where they work.
The local Nestlé employees received training from the Project WET (Water Education for Teachers) Foundation to come up with interactive activities to help teach the 125 children from the local Boys & Girls Club about various topics.
“The program teaches kids about the water life cycle, caring for the environment and about recycling,” said Rita Henderson, a community affairs manager for Nestlé.
There were about six stations located around the park, with each touching on a different subject about sustainability. One of the activities involved teaching children about which items can and cannot be recycled…
Aniyah Harris, 8, said she learned that cans and plastic bottles are placed in specific recycling bins, while items such as a television are placed in bins for electronics waste.
She timidly admitted she does not recycle at home, but added she thinks it is important for people to reuse as many items as they can to make the world, especially her house, a cleaner place to live.
“Recycling can help the Earth and keep it clean,” Aniyah said. “I’m just excited to have fun and learn about how to clean the Earth.”
From last week’s Advertising Age:
While bottled water sales are surging, shoppers don’t make much of a distinction of one brand over another, especially for mass-produced mainstream brands devoid of bubbles or flavors. Nestle Pure Life has done quite well in this environment; it grew volume 1% last year to keep its spot as the top-selling U.S. plain bottled water brand, according to Beverage Digest.
But with Coke’s Dasani and PepsiCo’s Aquafina lurking, Nestle is not resting easy. Pure Life starting this week is launching a big new global campaign aimed at making its bottles less of a commodity by giving consumers more reasons to buy the brand than just the water inside. The effort, called “Pure Life Begins Now,” seeks to position the product as an environmentally friendly brand actively working to increase global water availability.
“Today when consumers are buying Nestle Pure Life, and for that matter a lot of the other brands, it’s quite frankly a transaction. You walk into the grocery store [and] you’ve got a universe of brands in your mind that you feel are all relatively all of equal quality,” said Andrius Dapkus, VP-general manager of Pure Life at Nestle Waters North America. “You see it on display, you put it in your cart and you move on and you’re gone.”
The goal of the rebranding is “to make the choice of Nestle Pure Life a conscious choice for our consumers, a purposeful choice. And we are going to do that by connecting the actions that we take as a brand to that choice,” he said.
The campaign, which is from Publicis, includes a TV spot that will begin airing on Sept. 12. It shows a young girl diving into a water-filled fantasy land where children blow bubbles high on a gondola lift and paddle a boat through the clouds. Nestle will use digital videos to make more direct pitches. One video plugs its 12-step quality process, which includes removing chemicals like chlorines when Nestle draws supplies from local wells or municipal water supplies. Another video asks “What can we do for the planet?” adding, “We’ve reduced the plastic in our half-liter bottles by 40%.”
“Starting this week” eh?
What a blatant exploitation of Burbank kids, to be using them at Lundigan as part of a blatant PR effort on their new water branding as “environmentally friendly.” Wonder if they had any bottles of that “Pure Life” at this Burbank event?
This “Project WET for Teachers” btw is sponsored by Nestle. What stooges these Burbankers are.