Nestlé Pure Life

Nestlé Pure Life has a collection of water bottles just for kids (wee 8 oz. bottles for tiny hands) they call Share-A-Smile. The brand held a label design contest for kids last year and the winning entries are featured on the 2017 Share-A-Smile collection. When it came to promoting the kid-designed collection on social, one challenge was to get parents to care about labels designed by someone else's kid. At the same time, Nestlé Pure Life is very cognizant of Facebook best practices, so we had to adhere to those while still making something entertaining. We came up with the concept Every Label Tells a Story as a way to tell parents that, for their kids, the labels have a narrative that goes beyond what a parent can see.