Nestlé Waters is launching a new ‘Don’t give up, rise up’ campaign for Buxton Natural Mineral Water, alongside new packaging that promotes that the brand is made from recycled bottles.

The advert will air on TV from 20 July to 31 August, and aims to reach 70% of the brand’s target audience. It will be supported by outdoor, social media and digital marketing.

In-store materials and online adverts will use the tagline: ‘Time for hydrate, time to recycle’.

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The new packaging will emphasise the bottles are made with 100% recycled plastic, with a label on them stating: ‘I am made with other bottles’.

The shrink-wrap labelling of the bottles will also include a QR code directing shoppers to video content that highlights the importance of recycling and communicates the brand’s wider commitment to reducing its impact on the environment.

Buxton boxes will also feature updated packaging artwork and a new 15x1l format is now available to convenience retailers.

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Severine Hemms, shopper marketing manager at Nestlé Waters UK, said: “The new look Buxton box will build upon the launch into convenience 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 will help us win in convenience.”

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