How to transform a brand people already love | Michele Ricci | Head of Global Marketing | Nestlé Pure Life and local brands

You can get water from a tap for free. So why does anyone pay for a bottle? And why do some people pay more for one bottle over another?Michele Ricci is Head of Global Marketing for Nestlé Pure Life and local brands. He has spent 15 years working on Nesquik, San Pellegrino, and Buxton, in some of the most commoditised categories on the shelf.In this episode, Michele talks through how he moved Nesquik from a sugary kids' powder into a lower-sugar, fortified breakfast brand, and why Nestlé retargeted parents instead of doubling down on children. He explains the renaming of San Pellegrino's range from "sparkling fruit beverages" to "Italian sparkling drinks", and how that single naming decision opened up new opportunities, a more premium shelf, and a stronger Italian story.He also covers the Buxton x Mind "Sweat and Tears" platform, the London Marathon takeover, and the launch of Inspired by Buxton Peak, a new functional water now rolling out in UK retailers.In this episode:Why premium is a language and an experience, with price doing less of the work than people assumeHow to shift a 30-year brand perception without losing the loyal baseWhy low-funnel experience and sampling now belong at the centre of brand buildingHow a brand purpose only sticks when it connects to a real human tensionA useful listen for any marketer working with a brand in a category where the customer sees the product as interchangeable.