Bottled drinking water / Nestlé Pure Life

Editorial staff

Nestlé Pure Life, under Nestlé (Thai) Co’s water business unit, is increasing budget by one time to 200 million baht to launch the ever biggest campaign of “Nestlé Pure Life” drinking to engage with Gen Z consumers.

Naritta Vipulyasekha, business executive officer of water business unit, Nestlé (Thai) Co, said, that “Nestlé Pure Life Fresh No Limit” campaign will take place from March 14 to 17, 2024, at Parc Paragon, Siam Paragon Shopping Center. The campaign strategy includes a major revamp of the Nestlé Pure Life brand globally for the first time in five years under “The Ripples of Life” concept, spreading ripples of freshness to the new generation at scale.

Naritta Vipulyasekha

Due to Gen Z customer, aged 12-26, who are interested in music, Nestlé Pure Life will further penetrate the market through a music collaboration by partnering with popular teen music label Sonray Music, featuring BUS, the popular T-pop band, as its summer presenters.

Sonray Music has worked hand-in-hand with Nestlé Pure Life to create a single and music video that reflects the new Nestlé Pure Life brand identity. They will team up with Jirayu “James”Tangsrisuk to inspire and share the Fresh No Limit experience with members of Gen Z nationwide. Gen Z contributes 19% to total population in Thailand, compares to one-third worldwide.

“This rebranding of Nestlé Pure Life is our first major new global identity launch in five years. Thailand is the first country in the Asean region to launch the new brand image ‘The Ripples of Life,’ which reflects the Nestlé Pure Life brand belief that small things can create a big positive impact, like ripples of water,” she said.

The company is also focusing on establishing ripples in society to create positive changes for the world through Nestlé Pure Life’s sustainability initiatives.

“For this global brand revamp, we are also introducing a new modern packaging design along with a summer marketing campaign that communicates our story to the new generation in a more engaging way,” she said, adding that the new packaging collection features 13 designs—one design with James Jirayu and 12 designs featuring BUS members for fans to collect.

Jirayu “James”

Nestlé Pure Life presenter Jirayu “James”, is taking the lead in driving communications for marketing activities and sustainability projects.

“We not only look for presenters who can connect with the new generation, but also artists who can create a positive impact for the planet in line with the Ripples of Life concept. BUS represents the new generation who are inspired to overcome their own limits. This aligns with Nestlé Pure Life’s brand identity and the concept of our Fresh No Limit campaign,” Ms Naritta added.

BUS

The Nestlé Pure Life Fresh No Limit campaign offers a variety of activities to create new and unique experiences for Gen Z. This includes new Nestlé Pure Life packaging that features AR gamification and special collectibles for the first time in the Thai drinking water market.

Thailand’s drinking water was worth of 31 billion baht last year and grew with double digit rate after Covid-19.