The Natural Hydration Council (NHC) called in Pegasus after a three-way competitive pitch.
Backed by nine of the water industry’s biggest names, including Danone Waters, Nestlé Waters and Highland Spring, the NHC promotes the role of water as ‘the healthiest way to hydrate’.
The not-for-profit organisation, which is guided by a scientific advisory panel, has asked Pegasus to help develop campaigns and to communicate the hydration benefits of water to healthcare professionals, consumers and patient groups.
Last November, the NHC issued a statement made by Dr Hilary Jones that dismissed European Food Safety Authority statements questioning the health benefits of bottled water as ‘scientifically and biologically absurd’.
NHC general manager Kinvara Carey said: ‘Pegasus’ close media relationships and strategic approach to communicating complex messages in a challenging media environment to consumers and healthcare professionals were key to its appointment.’
Pegasus deputy MD Simon Hackett said: ‘We look forward to working with the NHC to ensure its authoritative voice in the hydration debate is heard more clearly in a wider range of health areas.’
Pegasus will start the campaign in February.
In 2009, PRWeek reported that the NHC had appointed Munro & Forster to handle a six-figure account to combat a backlash against bottled water.