BUXTON® Natural Mineral Water is launching a new media campaign, which builds upon the success of the 2019 campaign that championed rising stars of dance, sport and music. The campaign leads with a headline more relevant now than ever, entitled “Don’t Give Up, Rise Up”. Supported by a £1.8m spend which spans across TV, OOH, social, and digital channels, the new campaign coincides with a packaging refresh that supports the roll out of its bottles promoting the brand’s sustainability credentials.
The new media campaign also coincides with a packaging refresh that emphasises the 100% recycled plastic that the bottles are now made from, with an “I am made with other bottles” message. The shrink-wrap labelling of the bottles will also include a unique QR code directing consumers to video content that highlights the importance of recycling and communicates the brand’s wider commitment to reducing its impact on the environment. By the end of 2021, all BUXTON® bottles will be made from 100% recycled plastic.
The Buxton Box will also undergo a facelift, with new updated packaging artwork and a new 15x1L box now available to convenience retailers. The bottled water category is highly impulsive; to drive sales, shoppers need to be reminded to buy water. The Buxton Box is a winning merchandising solution with proven success, allowing retailers to merchandise water outside of the chillers. The Buxton Box is easy to merchandise, stackable and 100% recyclable.
In the wholesale channel, BUXTON® packs have been updated with claim “No. 1 British Natural Mineral Water brand[1]” printed on the packs. The new packs will start rolling into the depots in July.
To reflect the new packaging and 360 campaign, BUXTON® has also updated its shopper communication across all touchpoints. “Time to Hydrate, Time to Recycle” is set to roll out in stores and online this Summer, to ensure shoppers and consumers know to recycle after they have hydrated.
Severine Hemms, Shopper Marketing Manager at Nestlé Waters UK, comments: “We want to put healthy hydration* and sustainability at the front of shoppers and retailers’ minds. The strong shopper campaign “Time to Hydrate, Tine to Recycle” highlights our ongoing commitment to sustainability, whilst ensuring natural mineral water remains both front of mind and top of the must-stock list within wholesale and convenience channels. Additionally, we hope that our new heavy weight integrated marketing and shopper campaign will help to inspire, motivate and encourage consumers to persevere through this uncertain time.
“As the number one British Natural Mineral Water brand[2], BUXTON® is perfectly placed to drive incremental sales in the wholesale channel this summer. Redesigned to provide further stand out on shelf and highlight our dedication to sustainability, our broad range – from the new look Buxton Box to our complete on the go sports cap range – are well placed to win in the wholesale channel.”
The new advert will air on TV from 20th July to 31st August, and aims to reach 70% of the brands target audience. The campaign follows the stories of resilience and determination from three up and coming stars from the worlds of dance, sport and music, drawing a parallel between their own challenges and the journey that BUXTON® Water endures before reaching the top.
BUXTON® Natural Mineral Water range is available in all major wholesalers, convenience and grocers.
[1] IRI, UK Water market, MAT 52 weeks, 25 January 2020, Value sales.
[2] IRI, UK Water market, MAT 52 weeks, 25 January 2020, Value sales.
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