NEWS: Axiom aims to add sparkle to mineral water

The Natural Mineral Water Association has appointed Axiom Communications to forge a generic awareness-raising campaign on behalf of its 20 member companies.

The Natural Mineral Water Association has appointed Axiom Communications

to forge a generic awareness-raising campaign on behalf of its 20 member

companies.



The appointment of north London-based Axiom followed a competitive

three-way pitch. The NMWA’s last PR campaign was handled several years

ago by PRN Communications which, this January, merged with Axiom.



Ione Nurdin, agency executive chairman, said Axiom would be running a

media relations-based campaign with a heavy bias on research. She said

it would be producing educational literature covering a wide range of

issues, including science, legislation and health.



Wenche Marshall Foster, Perrier UK MD and NMWA chairman, said she wanted

to ensure that natural mineral water - which is untreated water coming

from a single source - got a ‘share of voice’ which reflected its 74 per

cent market share.



She added: ‘While at brand level, public relations continues to be

handled by agencies appointed by individual members of the association,

generic PR is now even more important as natural mineral waters move

into their next stage of growth.’



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