Nestlé jumps in the premium still-water pool with Resource

Nestlé is launching the premium-level Resource label as bottled-water sales boom, writes Andrew Adam Newman. Print ads via McCann zero in on trendy, mid-30s affluent women and boast that the still water provides "more than hydration; it's total electrolytenment." Nestlé has struck a product-placement deal with "Project Runway" and has forged TV personality endorsements.

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