As part of a multi-faceted national launch of a new bottled water brand called resource, Nestlé Waters North America in June held an event in New York City that caught the attention of national media and put the brand on consumer radar screens.
Resource is a premium water brand made from 100-percent sustainably sourced spring water and natural electrolytes that give it a distinctive, crisp taste. It comes in bottles made from 50 percent recycled plastic.
In keeping with resource’s tagline, “It’s more than hydration, it’s total electrolytenment,” the event was called “Discover an Evening of Electrolytenment.” Held at Pier 36 on New York City’s Lower East Side, the evening began with a VIP/press event hosted by actress Alyssa Milano and other celebrities. A pre-show cocktail reception featured a high-tech interactive “fountain of electrolytenment” that answered in real time questions posed by the guests in water form within the fountain itself.
The highlight of the evening was “Electrobatique—An Enchanting Discovery,” an aerobatic/aquatic dance performance by aerial theater company AiRealistic that combined water, video technology, aerial choreography and acrobatic dance to tell the brand story. The 12-minute performance was filmed and edited to two-and-a-half minutes, then shared with consumers on YouTube. So far, it has achieved 3.4 million views.
“We didn’t want a spectacle for spectacle’s sake,” Larry Cooper, group marketing manager for resource, told Buzz. “We needed to bring to life Electrolytenment and the brand story, but because of the video it had to be memorable and shareable from a ‘wow’ perspective. It revealed the brand in a spectacular way.” Agency: MKTG INC, New York City.