Nestle hires JWT on new water job in launch market

JWT outgunned Publicis, Nestle's globally-aligned agency, for the assignment, which is a new investment segment for the Swiss group. It is believed a third, undisclosed agency also took part in the pitch.

The appointment comes as Nestle is preparing to broaden and deepen the nutritional and wellness platform of the Hengyi brand, an area that has yet to be exploited by water marketers. Featuring Prebio, a fibre ingredient, Hengyi - which translates as balance - goes beyond the current offer of pure and mineral water, said Tom Doctoroff, JWT's Northeast Asia area director.

Doctoroff said the decision to launch the "higher order water" in multiple cities signals the evolution of the Chinese consumer. "Nestle is banking on the consumer being able to pay a premium for an advanced nutritional message in a heretofore commoditised and cheap category," he said. Describing Hengyi as an innovative investment segment, Doctoroff said the wellness in lifestyle platform offered immense potential for the brand, as wellness was a multi-dimensional concept and water was essential to it.