Buxton® Natural Mineral Water is launching a new £1.8m media campaign entitled “Don’t Give Up, Rise Up”, promoting that all bottles are now made from 100% recycled plastic.
Supported by TV, OOH, social, and digital channels, the campaign coincides with a packaging makeover that supports 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 “.
The shrink-wrap labelling includes the message “I am made with other bottles”, with a unique QR code directing shoppers and consumers to video about the I importance of recycling.
By the end of 2021, all Buxton bottles will be made from 100% recycled plastic as part of the company’s commitment to protecting the environment.
Bottled water is a highly impulsive category, a great way to drive sales for shoppers who need to be reminded to buy water, especially during the summer season.
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 Buxton Box will also undergo a facelift, with new updated packaging artwork and a new 15x1L box now available to convenience retailers.
“The strong shopper campaign “Time to Hydrate, Tine to Recycle” highlights our ongoing commitment to sustainability, whilst ensuring natural source 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.”
The Buxton Box is a winning merchandising solution that allows retailers to merchandise water outside of the chillers.
“Time to Hydrate, Time to Recycle” is set to roll out in stores and online this summer, to ensure consumers know that while drinking Buxton water, you can also do the right thing for the planet by recycling.
“The new look Buxton Box will build upon the successful launch into convenience channels in 2019, helping to drive impulse purchases and stand out in store,” explained Severine. “Buxton is the only brand in the bottled water category to have the whole front of store range in a sports cap format, which is ideal for shoppers to keep hydrated and healthy and will help us win in convenience.”
Buxton’s new advert will air on TV from 20th July to 31st August and aims to reach 70% of the brands target audience.
Buxton Natural Mineral Water range is available in all major wholesalers, convenience and grocers.