Nestlé Spring Water Gets a New Lead Agency

The same network already dreams up DiGiorno ads

FCB Garfinkel is the new lead agency for Nestlé Waters North America’s regional spring water brands, taking over from fellow Interpublic Group shop McCann Erickson.

Sources said the shift came after a review that included other Nestlé roster shops.

Nestlé spent nearly $34 million in media on its noncarbonated waters last year, according to Kantar Media.

FCB already works for Nestlé out of its Chicago office, handling pizza brands like Tombstone and DiGiorno. That office also just won a pitch for a corporate branding assignment, focused on health and wellness, after a review, sources said.

The company is a marketer that FCB global chief Carter Murray knows well. Previously in his role as CMO and worldwide account director at Publicis, he ran the network’s global Nestlé business out of Paris.

The North American regional spring water business was the remaining Nestlé assignment at McCann in the U.S. after the marketer moved American business for brands like Coffee-Mate and Nesquik out of the agency's former Los Angeles office in 2012.

Nestlé Waters’ regional spring water brands include 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.

“We are thrilled to welcome FCB Garfinkel to our agency family," Tim Brown, CEO, president of Nestlé Waters said in a statement. "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.”