A revolutionary stakeholder campaign for Nestlé Waters
Challenge
Together for circularity
Nestlé Waters, a global leader in the bottled water industry, faced a major challenge: managing plastic waste and transitioning to sustainable packaging for all their brands.
Staying within the Nestlé group guidelines, with our sustainability strategic partner Isabelle Gayral Boschung, we reformulated their sustainability pillars and created an in-depth messaging house with action proof-points to engage and create authentic conversations with KOLs and stakeholders.
Incorporating new landing pages, paid social, podcasts, video and carousel ads, when the campaign finally rolled out… Nestlé Waters social engagement records were broken across the platforms driving positive conversations across the border.
Immersion
Competitive analysis, qualitative and quantitative desk research, market research, audience needs and challenges analysis
Strategy
Strategic brand expression recommendations, tone of voice, message house, activation pillars, communication plan
Creative
Look and feel guidebook with templates, strategic content, visual and verbal storytelling, infographics, animations
Activation
Landing page, social media campaign plan and assets, touchpoint and implementation recommendations
Immersion
Key pillars
To address this challenge, we developed an innovative stakeholder campaign structured around three strategic action pillars: Pioneer, Develop, Inspire.
Strategy
Empowering behaviours
We designed a visually striking and emotionally engaging campaign with the concept “New Behaviours.” This concept highlights and inspires individuals and organisations to take concrete steps to reduce plastic waste.
With this initiative, Nestlé Waters asserts its role in the fight against plastic waste and inspires sustainable transformation across the entire industry.
Creative
Pioneer
Highlighting Nestlé Waters’ scientific and technological advancements, we showcased their leadership in developing new alternative materials. For example, the alliance with scientific R&D start-ups to create biodegradable resins and the partnership to enhance recycling technologies, were key communication points.
Develop
We emphasized Nestlé Waters’ strategic partnerships and local initiatives to create a circular economy. Collaborations with various companies to close the plastic loop and pilot projects in Argentina illustrated this commitment.
Inspire
The campaign was designed to change behaviors at all levels by inspiring new practices among partners and consumers. Initiatives such as the Refill+ program for employees and global clean-up days were highlighted to demonstrate Nestlé Waters’ commitment to reducing plastic waste daily.
Strategic creativity was at the heart of our approach. We designed a visually striking and emotionally engaging campaign that combined powerful graphics with inspiring messages. The creative concept, “New Behaviours,” was crafted to resonate with Nestlé Waters’ values of sustainability and innovation.
The “New Behaviours” celebrates individuals and organizations taking concrete steps to reduce plastic waste, portraying them as everyday heroes. Dynamic visuals, infographics and inspiring stories were used to capture the spirit of this initiative, highlighting the positive impact of individual and collective actions.
Social media carousel posts ↑
“Let me be the one to announce that the campaign has performed really great! In some posts we have even beaten Nestlé Global engagement records. We have also gotten really positive feedback on the plastics pages in the website as well as the toolkit. THANK YOU so much for all of the excellent and really great quality work. It was great collaborating with you.”
Reymir Cardona Mejias
Sustainable Packaging & Environment Lead
