Nestle’s line of Pure Life has partnered with Publicis Groupe’s ZenithOptimedia and has co-created a new online advertisement. It is said to be the first time the brand has used online video to endorse itself. The series was developed through ZO’s branded content unit, Newcast, and with Electus, the production company headed by former NBC Entertainment president Ben Silverman.
The series, called the Nestle Pure Life Hydration series, aired last week on the Web site ModernMom.com. ModernMom, which also helped develop the series, is a site devoted to mothers seeking healthy lifestyle suggestions for families. Subjects include parenting, pregnancy, family, cooking, finances, career, health, wellness, beauty and entertainment. The series will also be showcased on ModernMom's Youtube channel.
The series features nutritionists and others providing tips about raising healthy and well-hydrated kids. The Pure Life products are notably featured in each episode, although the messages more broadly address the health benefits of drinking water (not just Pure Life), as well as other diet and exercise tips.
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