The Nestle Pakistan case study stands out as a shining example of CRS’s strategic prowess and ability to challenge prevailing norms and taboos. The story unfolds back in September/October 1998 when Nestle Pakistan set its sights on launching drinking water ‘Pure Life’ in the Pakistani market. At that time, the concept of bottled drinking water was relatively unknown and unaccepted in Pakistan, presenting a formidable marketing challenge.

CRS, known for its ability to challenge the status quo, eagerly embraced this challenge and embarked on a strategic journey to successfully condition the market for the launch of ‘Pure Life’ in Pakistan. At the heart of this endeavour was CRS’s unique strength of strategic communication interventions. CRS took a proactive approach in engaging influential writers, thinkers, columnists, and especially journalists. They accomplished this through a series of seminars and workshops aimed at fostering conversations about waterborne diseases and the importance of safe drinking water in the everyday writings of these thought leaders.

Through these meticulously organized events, CRS strategically encouraged writers and journalists to tackle the critical issues of water quality and safety in their articles and columns. This initiative aimed to create awareness and lay the groundwork for a broader societal acceptance of bottled drinking water.

To further pave the way for Nestle Pakistan’s ‘Pure Life’ launch, CRS strategically placed numerous print media insertions. These appeared in a wide array of publications, including daily newspapers, weekly, monthly, and fortnightly magazines, in various languages, including Urdu, English, and regional languages. These insertions, designed with great care, were instrumental in providing valuable information about the benefits of safe drinking water while gradually acclimating the Pakistani audience to the concept of bottled water.

The outcome of this groundbreaking campaign was not just the successful launch of ‘Pure Life’ but also the birth of a star brand in Pakistan. Pakistan proudly became the birthplace of Nestle’s ‘Pure Life,’ setting a precedent for many other countries to follow. The launch technique pioneered in Pakistan subsequently found immense success globally, demonstrating the far-reaching impact of this strategic endeavour by CRS.

In essence, the Nestle Pakistan ‘Pure Life’ case study serves as a testament to CRS’s ability to challenge conventions and bring about transformative change through strategic communication. This partnership not only ushered in a popular brand but also initiated a shift in societal perceptions and behaviors related to safe drinking water, leaving a lasting legacy of positive change.