Recently, I found myself disturbed by a 46 second commercial by Nestlé. What prompted my unease was the skillful combination, might I say manipulation, of visuals and messaging. The first image that greets us is the Nestlé Pure Life logo which stands out as it is centred on a white background. The scene shifts to a close-up of a blue-eyed girl that immediately transforms to a side view of the same young girl enjoying a drink of Nestlé bottled water. Simultaneously, we see the words and hear voiced, “THIS IS WHERE EVERYTHING STARTS”. Next our attention is captured by the young girl diving into a water-filled magical world. The messaging continues, “THE FUTURE IS BUILT EVERY DAY”, “THERE ARE NO LIMITS”, followed by “EVERYTHING IS POSSIBLE”. The last lines make the exaggerated claim, “A future of possibilities starts by drinking pure quality water now”. The video ends as it begins centred on the company’s logo which becomes the featured product, Nestlé Pure Life surrounded with the parting message - “pure life begins now”. I was left feeling cheated as childhood images of innocence, trips to magical lands, skipping rocks and blowing bubbles aligned and had been co-opted by product messaging.
The disturbing pitch is the product of ‘bottled’ water…when we know what bottles are doing to the very same future they are selling us. Our commitment at the Sisters of St. Joseph to be a Blue Community and that access to free potable water is a human right and the ever growing importance of protecting our water made this commercial - and "water for profit", all the more disturbing. I invite you to view the commercial here and offer your comments.
Here are some compelling articles and a deeper look at the "water industry":
For more information about the Sisters of St. Joseph's Blue Community please visit, https://bluecommunitiesnow.wixsite.com/water/blog/water-as-a-human-right
Take action to protect Ontario's water
When you no longer drink disposable bottled water you save money, live healthier, and join in the movement for global sustainability. And yes, water is PURE LIFE what it doesn’t need is to come in a bottle, or with a label… - Sr. Nancy Wales, csj.
