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STAMFORD, Conn. — Acqua Panna Natural Spring Water Monday rolled out their first-ever national, cross-platform campaign featuring the launch of sleek new packaging with a stylish visual design. Established in 1564, for the first time in Acqua Panna brand’s longstanding history, they are investing to grow beyond the walls of restaurants where the brand is a leader globally.
The 0:30 second TV spot airing today is part of the brand’s multi-million-dollar “Meet The Smoothest Taste on Earth” campaign, showcasing the brand’s new bottle and logo. The campaign will air nationally across broadcast, digital, and social channels through Fall 2019. “Meet The Smoothest Taste on Earth” brings to life key values of Acqua Panna – exploration, discovery and spontaneity – while showcasing the one-of-a-kind smooth tasting water that flows through the sun-drenched hills of Tuscany.
“These are big changes for our storied brand. The premium still category is expected to grow over $1 billion in the next three years and now is the perfect time to share the smooth taste of Acqua Panna with new consumers,” said Yumiko Clevenger-Lee, vice president and chief marketing officer of Nestlé Waters North America. “With our ‘Meet The Smoothest Taste on Earth’ campaign, we want to inspire consumers to experience a new journey of their own. We hope they will be as inspired as we are by the water’s 14-year journey through the hills of Tuscany, which gives Acqua Panna the perfect mineral balance for the smoothest taste. We look forward to connecting with our consumers – and continuing to provide them with the highest quality and most coveted product on shelves worldwide.”
Acqua Panna is expanding distribution across all retail channels this year with a new PET bottle collection. Elevated with clean lines, the new bottles are symbolic of the smooth taste of Acqua Panna and bring to life the brand’s Tuscan roots. The visual design features the iconic Florentine fleur-de-lis, the family crest of the influential Medici family who founded the water originally and retains the brand’s bold signature orange color.
The new PET bottle formats include 1L PET, 750mL PET with flip cap, and 0.5L PET. All formats will be available along with the existing glass line-up, nationwide. Both glass and PET formats are also available for home and office delivery through ReadyRefresh by Nestle in select markets.
