As Californians are required to cut water consumption, and the state scrambles to respond to the drought crisis, Nestle continues to bottle millions of gallons of water from local aquifers. Activists wielding pitchforks temporarily shut down the plant during a March 20th protest, as part of an ongoing protest against the bottling.
A video interview by Nestle Chairman Peter Brabeck-Letmathe has exacerbated public disapproval. In the interview he spoke in favor of privatizing water like any other foodstuff, and giving it a market value.
Most Americans (78%) are aware of the drought in California, according to a recent YouGov Omnibus survey, and 63% support the mandatory water restrictions imposed by California Governor Jerry Brown.
74% of Americans believe that water should be a human right, and 65% agreed that Nestle should stop using California water to create bottled water.
Consumer perception of the Nestle Pure Life brand has dropped, with BrandIndex Buzz scores slipping from 6 to 2 since early March. Although not a large fall, BrandIndex Buzz scores are at their lowest point since 2011.
YouGov BrandIndex used its Buzz score to measure perception, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" A score can range from 100 to -100 with a zero score equaling a neutral position. All respondents were adults age 21 and over.
BrandIndex Buzz: Nestle Pure Life
This post was written by Ted Marzilli, CEO BrandIndex and Anne Gammon Associate Director, YouGov Omnibus
