Featuring performances from top mainland artists and other Greater China acts, the event will take place on July 30 at Jinshan Beach in Shanghai. The festival will also include the finals of the Nestlé Pure Life V Band Search, which involved more than 1,000 original bands across China. It is the second time the annual event has been held, but the first time Nestlé has been involved as a sponsor.
The sponsorship entitlements include brand exposure in all on-air promotions and television commercials for tie-in programmes, which spearhead an integrated through-the-line campaign.
"Nestlé Pure Life in China is a very young and confident brand," said Werner Schuppisser, head of the water business unit of Nestlé China. "The young people are very much in line with our core target group...(They are) very focused, very specific with very individual needs, which again reflect the core essence of Nestlé Pure Life being for young, confident people."
According to Schuppisser, the tie-up with Channel V is likely to be extended beyond the event.
He said the water category in China was highly cluttered with many competing products, and is typically dominated by a number of local players, along with international brands like Coca-Cola.
Schuppisser added that while Nestlé was focusing on music as a platform to build market share, sport was another key platform for growth.
Grace Gu, GM, Channel V China, said the respective brands' positioning provided for a consistent approach to the youth market. "It is a great idea to tie up the Summer Shake with Nestlé," said Gu. "These days, the young people in town just get more diversified in their need for media content, and also the kind of events and media platforms (they want)."
"We are a small brand in China, but we are rather fashionable and trendy in that environment," added Schuppisser.
