Nestlé hopes to turn Resource into a lifestyle brand

Print ads for Nestlé's Resource water zero in on trendy, mid-30s affluent women and boast that the still water provides "more than hydration; it's total electrolytenment." Larry Cooper, group marketing manager for Resource, said, "We want to raise it to the level of a lifestyle brand ... where she's proud to carry around Resource as her bottled water accessory, so to speak." Nestlé has struck a product-placement deal with "Project Runway" and has forged TV personality endorsements.

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