beverages
Poland Spring Declares 'Greatness Springs from Here'
- by Karlene Lukovitz @KLmarketdaily, April 7, 2017
Poland Spring’s first campaign in more than a year, “Greatness Springs from Here,” looks to increase awareness that the brand is exclusively sourced from — as well as exclusively available in — the Northeast.
The creative, from FCB NY, features fans from Maine and other New England states who share the brand’s thirst for greatness.
Case in point: Kingfield, Maine, resident Edna Mitchell (above), age 88, who continues her 38-year service as a volunteer ambulance driver.
A 30-second online spot featuring Mitchell (below) — targeted to the Northeast, of course — is kicking off the campaign.
The campaign messaging is also being promoted on the brand’s social media pages, including Facebook and Twitter. Fans are being encouraged to share inspiring regional stories, using #ShareGreatness.
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Poland Spring is the first of Nestlé Waters North America’s six regional spring water brands to launch the campaign.
Other brand content spotlighting local greatness will feature employee stories, according to the company.
Wow! This is a great advertisement because of its message. Not just a simple water commercial advertising water. First of all, anyone who has it in them to be eighty and be an EMT is an incredible accomplishment that is very honorable to be saving lives. I wish the water was available in our side of the country because I definitely would try this product, I think that it would do very well with proper advertising in Arizona because we value water so much in order to live. One thing I will say is that I’m not sure how authentic the ad is being because for all we know this water could be very processed, or our eighty year old EMT driver could just be a paid actor. I know that advertisements aren’t always supposed to be taken seriously. But I think this could have had more of an affect if there was maybe a testimonial of a person who has achieved something like this and gave more of a personal viewpoint. I think their use of shock value was important to the work because they really grab your attention by showing someone so cool. I also loved their message with having found the root of greatness.