Nestlé Waters North America was looking to refresh the digital presence of their six regional spring water brands — from sites to social. Our partnership led to the strategic redesign of each website and a complete overhaul of their social content, establishing a unique visual identity and tone of voice specific to the region of distribution.
Spreading local love
The regional spring water brands are exclusive to their particular region in the U.S. They’re from that region and only for that region. They keep the water close to the source — so it’s fresh, sustainable and grounded in the community. We took this campaign and weaved it into every digital touchpoint from websites to social and community management. Reinforcing the idea that as a local brand we’re part of the local fabric.
CONSUMER PRODUCT WEBSITES
6 unique brands,one flexible template
The challenge was simple (but not easy): create a website for six regional spring water brands, telling their unique brand story while driving to product delivery. UX and content strategy developed a templatized approach that allowed us to showcase custom regional photography and each brand’s specific voice and tone. Our development team then created a custom CMS, so we wouldn’t have to reinvent the wheel every time we built a new site.
Content that feels at home in your feed
With six bottled water brands from six different regions of the U.S. and a campaign driven by a localized message — we had to think local and act local. We worked with media partners to develop a strategic targeting approach on social media, reaching our fans on their home turf. We highlighted our favorite places to eat and hang, joined current conversations and inserted each brand into the local fabric of their region.
Building relationshipsone fan at a time
As one of the most popular beverages in the Northeast, Poland Spring has a lot of fans. We tapped into this community by responding to conversations in real time, asking engaging questions and giving a voice to the brand they love.
Showing our true colors
We’ve traveled around the U.S. capturing regional content — from photography to video and gifs — giving each brand an authentic local flavor. By creating original content, we’ve been able to tap into what makes each region unique, distancing the regional spring waters from their competitors who are still largely using stock photography.
"Springbox has done a great job at presenting our brand stories to consumers through our newly updated brand websites. We know that when consumers visit our sites, they receive a fully branded experience and are able to find out what Regional Spring Waters represent. Springbox has helped illustrate our brand voice through our brands’ unique heritage, our regional spring locations and our commitment to the local communities on this important digital platform."
Sr. Marketing Manager, Digital
Nestlé Waters North America