Buxton unveils new media campaign

By Liz Wells in Soft Drinks 29th June 2020

Buxton Natural Mineral Water is launching a new media campaign, which builds upon the success of the 2019 campaign that championed rising stars of dance, sport and music.

The campaign, entitled ‘Don’t Give Up, Rise Up’, is being supported by a £1.8m spend which spans across TV, out of home, social, and digital channels.

The new campaign coincides with a packaging refresh that emphasises the 100% recycled plastic that the bottles are now made from, with an ‘I am made with other bottles’ message. The shrink-wrap labelling of the bottles will also include a unique QR code directing shoppers and consumers to video content that highlights the importance of recycling and communicates the brand’s wider commitment to reducing its impact on the environment. By the end of 2021, all Buxton bottles will be made from 100% recycled plastic.

In addition, the Buxton Box will also undergo a facelift, with new updated packaging artwork and a new 15x1L box now available to convenience retailers.

Buxton has also updated its shopper communication across all touchpoints. ‘Time to Hydrate, Time to Recycle’ is set to roll out in stores and online this Summer.

Severine Hemms, shopper marketing manager at Nestlé Waters UK, said: “We want to put healthy hydration and sustainability at the front of shoppers and retailers’ minds. 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 heavyweight integrated marketing and shopper campaign will help to inspire, motivate, and encourage consumers to persevere through this uncertain time.”

Hemms added: “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.”

The new advert, which airs on TV from 20 July to 31 August, follows the stories of resilience and determination from three up and coming stars from the worlds of dance, sport and music.