30/04/09
Or a posse of creatures rounded up by the Natural Hydration Council will be on your tail. A campaign to reverse falling mineral water sales has begun in London.
The NHC is the promotional vehicle set up in 2008 by Danone, Nestle and Highland Spring to push back against negative media and sales volumes in steep decline.
The main target of an imaginative campaign seems to be the core bottled water consumer (young, lively, media-savvy).
Main message is that good health in various forms – physical performance, intelligence, teeth – needs good hydration. In competitive terms, sweet soft drinks are the primary target rather than tap water. Natural mineral water is "the healthiest drink on the shelf".
The Council's views on the health importance of good hydration make good sense. Water UK helped set up the Water for Health Alliance in 2002 to make the case for recognition in public policy and is proud of what has been achieved.
Both Water UK and the Alliance think that, where health is concerned, good water is good water whatever its source. The new kid on the block claims to think so too, but is likely to receive some friendly advice in the coming months if there are any doubts on the point.
