Buxton Natural Mineral Water has launched ’Don’t Give Up, Rise Up,’ a £1.8m media campaign which follows 2019’s activity that championed rising stars of dance, sport and music.
The campaign spans TV, out-of-home, social and digital channels, and coincides with a packaging refresh that promotes the brand’s sustainability credentials.
The new advert airs on TV from 20 July to 31 August, and aims to reach 70% of the Buxton’s target audience.
New packs emphasise the 100% recycled plastic that the bottles are now made from, with an “I am made with other bottles” message. The labelling includes a 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.
A new 15 x 1-ltr Buxton box is now available to convenience retailers with updated packaging artwork. The box is easy to merchandise outside of chillers, stackable and 100% recyclable.
The brand is also rolling out a ‘Time to Hydrate, Time to Recycle’ message in stores and online this summer.
Severine Hemms, Shopper Marketing Manager at Nestlé Waters UK, commented: “As the number one British Natural Mineral Water brand, Buxton is perfectly placed to drive incremental sales for retailers.
“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. 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.”