Buxton Natural Mineral Water is launching a brand new TV and marketing campaign that will champion emerging talent from the world of sport, music, and dance, as they demonstrate the will to rise up and pursue their passions. The £1.8m campaign follows on from Buxton’s major brand refresh in spring this year, the first refresh in seven years, which saw the updated packaging celebrate Buxton’s unique heritage and origins, as well as highlighting the brand’s premium positioning.
The new TV advert, which hits screens on June 3rd, follows stories of resilience and determination from three up and comers from the worlds of music, sport, and dance. The emerging British talent include Georgie Rose, an inspiring ballerina, Josh Bugajski, an exceptional Oxford Boat Race rower, and Moses Boyd, a talented drummer. The ad will explore how these individuals overcome their struggles and obstacles, building their resilience to achieve their ambitions. The campaign will draw a parallel between the British talents’ own challenges and the journey that Buxton water travels, pushing up through layers of rock and finally, breaking back through the earth’s surface in the heart of the Peak District.
Marie-Laure Danican, local brands lead at Nestlé Waters comments: “The new 'Here’s to the Up and Coming' campaign is strong, meaningful and emotionally engaging, and champions the resilient British talent, who have persevered despite setbacks. It is as much about the journey as it is about the destination and like the journey of our Buxton mineral water, we hope the real-life stories of Georgie, Josh and Moses rising to the top will inspire people across Britain to pursue their passions and succeed, as well as create differentiation and help elevate this unique brand. We are confident that by using real people and talent in our campaign, this will give hope and motivation to others, proving that with resilience and determination you can realise your dreams.”
The campaign created by Publicis London will run in the UK across TV, OOH, social and digital, and includes a 30-second and 20-second creative. The OOH national plan includes over 1,000 roadside 6-sheets and a shopper marketing campaign will run in store, encouraging retailers to promote healthy hydration to their shoppers. For greater in-depth consumer immersion, Georgie, Josh and Moses’ incredible stories of resilience and determination have been brought to life via individual three-minute films that can be found on the Buxton website
Creative Agency: Publicis London
Executive Creative Director: Dave Monk
Copywriter: Steve Paskin
Art Director: Steve Paskin
Planner: Raj Thambirajah
Producer: Colin Hickson and Emma Havard-Jones
Account Handling: Roxanne Courtman and Tom Bryant