Taking a water from nothing to quite something.
That was the task for Nestle Waters' resource natural spring water. Build a brand and a brand positioning from scratch. Here was a water with a higher level of electrolytes, a lower carbon footprint, in a higher-percentage recycled bottle, with a higher level of purpose. So I created a higher plane of consciousness for resource to exist on: the state of ELECTROLYTENMENT. And from this brand platform, great things sprung.
With little marketing dollars and a regionalized launch, TV was out of the question.
A talking fountain, however, was not.
Either was a silver clio.