On May 3, Nestle unveiled an interactive water fountain at The Grove, an upscale mall in Los Angeles, to promote the southern California launch of resource 100% natural spring water. Resource, which contains naturally occurring electrolytes, is sustainably sourced and comes in a 50 percent recycled plastic bottle.
Called “The Fountain of Electrolytenment,” the installation brought to life resource’s brand positioning, which states, “It’s more than hydration, it’s total Electrolytenment.” The experience, which ran through May 6, was part of an integrated campaign that includes print, outdoor, digital advertising and social media.
Located in a green space called The Park on the edge of the mall, the 15-foot tall by 20-foot wide graphical waterfall combined water-writing technology with real-time intelligence to wow the crowd. Shoppers posed their questions, some playful, some serious, into a glowing orb about the size of a bowling ball that contained a microphone. Twitter users, who were hidden nearby, heard the questions and sent personalized answers cascading word-by-word down the fountain. On-site brand ambassadors distributed samples of the water.
“This was a non-traditional way to kick off the brand,” Larry Cooper, senior brand manager at resource 100% natural spring water, told Buzz. “The objective was to drive awareness, but we took it to the next level so consumers could experience what the brand is all about.” Agencies: McCann Erickson, New York City; Ryan Partnership, Wilton, CT. Design: Pevnick Design, Milwaukee; Jet Sets, Los Angeles; Danny Rogers, Design for Film, Los Angeles.