03 Apr PR Crisis Test: Nestle denies Spring bottled water is regular, old groundwater

Nestle is strongly denying allegations made against them claiming their Poland Spring bottled water is regular groundwater. Recently, a federal court judge ruled that a class action lawsuit against Nestle can continue. A previous suit over a year ago was dismissed.

“Nothing in the court’s recent decision undermines our confidence in our overall legal position,” a spokesman for Nestle Waters told Fox News. “We will continue to defend our Poland Spring Brand vigorously against this meritless lawsuit.”

“Nestle’s statement is strong in its position but in my professional opinion, lacks empathy for the public who is tuning into this news. The public wants to be ensured they are not paying an expensive price for regular water they can get nearly anywhere,” says Jennifer Vickery, CEO of National Strategies Public Relations.

Nestle continues, “In fact, an independent investigation conducted last year by the law firm DLA Piper confirmed that Poland Spring Brand spring water sources meet all FDA regulations defining spring water. Consumers can be confident in the accuracy of the labels on every bottle of Poland Spring®, and that Poland Spring® Brand natural spring water is just what it says it is – 100 percent natural spring water,” the company said.

“This continued statement does pay attention to the consumer, but in a way that is cold and almost third-party referenced,” says Vickery. “In my PR opinion, Nestle should issue additional commentary describing its commitment to customers, quality, while ensuring peace of mind to purchasers that they are in fact caring about their loyalty and telling the truth about their water source.”

“In an environment where people are more savvy than ever with their spending behaviors, Nestle should consider its communications (in addition to its legal handlings) to be a top priority and ensure its communicating clearly and regularly. Otherwise, the public can be left with the feeling that there is something they’re hiding.”

Crisis Score: C-

About Jennifer Vickery/National Strategies Public Relations: Jennifer Vickery is CEO/President of National Strategies Public Relations and is considered a PR Media Expert in her field. She advises organizations and professionals on public relations efforts and campaigns with an emphasis on Crisis Management. National Strategies Public Relations (NSPR) is a national public relations agency based in Tampa, Florida. For more information, visit nspublicrelations.com or call (813) 865-3093.