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Nestle Waters North America Selects FCB Garfinkel as Lead Agency for Regional Spring Water portfolio

Press Release - New York, 15 October 2014

New York, Oct. 14, 2014 – Nestlé Waters North America has appointed FCB Garfinkel as lead brand equity agency for all of its regional spring water brands.

The shop was chosen among several agencies in a competitive review for the assignment.

Nestlé Waters’ regional spring water portfolio includes the following brands: Poland Spring® in the Northeast, Deer Park® in the Mid-Atlantic region, Zephyrhills® in Florida, Ice Mountain® in the Midwest, Ozarka® in the Southwest and Arrowhead® in the West. These are venerable American brands, most with a heritage more than 100 years old, sourced from carefully selected natural spring water sources. All the brands are leaders in their respective regions and Poland Spring is the number one spring water brand in the United States. Remarkably, in  New York City, Miami, Washington, D.C. and Boston, the respective Nestlé Waters regional spring water brand outsells all packaged beverages, including soft drinks, diet drinks and juices.

“We’re excited to help define the brand strategy and create work that differentiates and elevates Nestlé Waters’ vast portfolio of Regional Spring Water brands in the crowded and competitive bottled water category,” said agency CEO Lee Garfinkel.

“We are thrilled to welcome FCB Garfinkel to our agency family. We are proud stewards of six American natural spring water brand names and are looking forward to where the FCB Garfinkel journey will take these historic brands,” said Tim Brown, CEO of Nestlé Waters North America.