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Poland Spring focuses on what’s inside of the can

BY Gisselle Gaitan

Nestlé is taking extra steps to spread the word about its new sparkling water portfolio for each of its six regional spring water brands.

For the first time in four years, the Stamford, Conn.-based company unveiled a new television commercial for its Poland Spring Sparkling Water. Developed by 360i in New York and titled “Just What’s Refreshingly Real”, the ad showcases the brand’s down-to-earth nature in a humorous tone that contrasts typical marketing gimmicks. The commercial also focuses on what’s inside of the can by showcasing the water sourced from natural springs, its real fruit flavors and refreshing bubbles.

“Poland Spring has been around since 1845 and the brand has such a strong connection with our fans that we felt the best way to introduce our sparkling water was to embrace our heritage and values,” Rosa Veliz, brand manager for Regional Spring Water Brands, said. “Product source is as important to our consumers as it is to us. There are a lot of new sparkling water brands out there creating a lot of hype, but we believe in real, simple ingredients, like 100% natural spring water — not image or gimmicks.”

Nestlé also has plans to launch campaigns for Arrowhead in California, Deer Park in the mid-Atlantic and South, Ozarka in the Southwest, Zephyrhills in Florida and Ice Mountain in the Midwest markets.

Each sparkling offering is found in most retailers and made with real spring water, natural flavors, added bubbles and contains no calories, sugars, sweeteners or colors.

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