The Natural Hydration Council, the bottled water industry body, has launched its first ad campaign in a bid to stave off declining sales of bottled water brands.
The press and outdoor ads, created by Merle, launched this week promoting the health benefits of water and hydration, with the strapline, “you ought to drink more water”.
The photography uses hybrid images of people and animals to convey aspects of athleticism, concentration and good health. It will run throughout April and May.
Last year sales of bottled water in the take home market fell by 9% to £417m, according to Nielsen. In terms of volume, it fell 8% to £978m.
In contrast, take home sales for the cola category rose 4% to £1.29bn, while sales for glucose and stimulant drinks rose 12% to £522m.
Jeremy Clarke, director of the NHC says: “It is a myth that bottled water competes with tap water. Consumers only drink 100ml each of bottled and tap water each day – less than one cup out of the eight a day we’re supposed to be drinking. This campaign reminds consumers of the benefits of keeping healthily hydrated with water.”
The NHC is a not for profit company founded by Danone Waters, Nestlé Waters and Highland Spring.