Nestlé Waters to pitch pan-Euro brief

Nestlé Waters, maker of Buxton and Vittel, is understood to be pitching out a pan-European ad brief to create a campaign encompassing all its bottled water brands.

It is speaking to its roster agencies including Ogilvy Advertising and Publicis, together with other non-roster agencies.

Ogilvy Advertising currently works on Nestlé Waters brands including Vittel and Perrier, while Publicis works on Buxton.

It follows Danone Waters’ decision to bring all three of its Volvic brands under one umbrella for the first time when marketing the drinks line.

Marketing director for Danone Waters UK and Ireland, Patrick Kalotis, told Marketing Week last year that its water brand Volvic, flavoured water Volvic Touch of Fruit and functional water Volvic Revive had all previously been marketed separately, but that it would now look to bring all three brands together and develop advertising behind “brand Volvic”.

Nestlé Waters was not available for comment at the time of publication.

Meanwhile, in the UK the bottled water industry body, the Natural Hydration Council, launched its first ad campaign this year in a bid to stave off declining sales of bottled water brands.

The press and outdoor ads, created by Merle, launched in April  promoting the health benefits of water and hydration, with the strapline, “you ought to drink more water”.

According to the latest British Soft Drinks Association report carried out by Zenith International, bottled water saw a decline for the second year running, 5.5% down on 2007 volumes.

The BSDA report also forecasts that 2009 is likely to be another challenging year for the category.

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