Poland Spring Water
In a market flooded with spring water (pardon the pun), Poland Spring wanted to stand out, but couldn’t afford to do so by out-spending its competition. So we decided instead to out-think it. We reminded active, outgoing consumers in New York City that their bodies are made mostly of water and positioned Poland Spring as a sort of natural sports drink. To convey our message, we created outdoor boards, since that’s where these active folks tend to be-outdoors. This “sports drink” position lent itself nicely to the New York City Marathon.
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