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SPARKLETTS DRINKING WATER ENTERS UNCHARTERED WATERS WITH NEW AD CAMPAIGN

 LOS ANGELES, June 28 /PRNewswire/ -- In response to growing public concern about the quality of the nation's water supplies, Sparkletts drinking water will introduce the industry's first advertising campaign ever to reveal the complete purification process behind drinking water.
 "Not a day goes by that you don't see or hear a news story questioning the purity of water," said Gary Gross, McKesson Water Products director of marketing, direct delivery. "We have seen contamination incidents in Milwaukee, along with recent EPA reports citing hundreds of U.S. cities with unhealthy water lead levels. We wanted an ad campaign that addressed the increased skepticism about water purity," he said.
 McKesson Water Products' new print campaign will debut in the July regional editions of L.A. Magazine, Sports Illustrated, People, Time, Newsweek and U.S. News & World Report. The ads feature a three-part series of two-page spreads detailing Sparkletts' intricate purification process and deep-well source.
 The new advertising will focus on the rigorous purification process and extensive quality control measures that make Sparkletts the safe healthy drinking water of choice.
 "A shift in consumer opinion prompted us in this new direction -- one that could potentially alter the face of bottled water advertising for the remainder of the decade," said Bob Kuperman, president of Chiat/Day Advertising Inc.'s Venice, Calif. office, which created the campaign.
 According to Gross, the ads respond to a growing number of consumers who want hard facts about bottled water, rather than "feel good" imagery.
 "It's the first significant change in bottled water advertising in two decades," said Gross.
 Kuperman explained that the non-traditional ads utilize clever copy and eye-catching visuals to pique the reader's interest.
 "The ads represent a departure from the smiling deliveryman of old to a new informational format by which consumers can judge water purity," said Kuperman.
 One ad features a rainbow arch (known as the "purity curve") beginning at Lake Erie and ending at a font of holy water. The headline reads, "Let's hope there aren't this many purity checks to get into heaven." The copy, interwoven with quips and fun water facts, lists the 136 contaminant minerals Sparkletts screens to ensure the purity of its drinking water.
 "The ad does not merely tell consumers Sparkletts is pure, great- tasting drinking water, but for the first time explains how and why," said Gross.
 That same message is reinforced in the "Loch Ness Monster" ad, which conjures up Hollywood's horrors that lurk in the deep.
 This ad exposes the not-so-obvious dangers in water and warns that the threat is as hidden as the Loch Ness Monster.
 The final ad in the series plays on Americans' propensity toward health and fitness. "Sure, your body can filter out many toxins that appear in water," reads the ad. "But why make it do all that work?" The ad includes an illustration and explanation of Sparkletts' complete purification process.
 The ad reassures consumers they do have a choice when it comes to the water they drink. Sparkletts' rigorous purification process does the processing so their bodies don't have to.
 "Our pioneering efforts in bottled water advertising should set the industry on its ear," said Gross. "It's a new approach, but it's one we knew we should take to effectively address the changing tides of consumer skepticism."
 Sparkletts is a brand of McKesson Water Products, the largest American-owned bottled water company. The company also markets drinking water under the Alhambra and Crystal brand names.
 -0- 6/28/93
 /CONTACT: Jeremy Baka of Bob Thomas & Associates, 310-314-6600, for McKesson Water Products/


CO: McKesson Water Products; Sparkletts ST: California IN: SU:

EH-MF -- LA021 -- 6349 06/28/93 14:52 EDT
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Date:Jun 28, 1993
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