As Soda Sales Suffer, Beverage Marketers Are Shifting to a New Stream of Income: Water

Ads from Poland Spring, Fiji, Lifewtr and others are cropping up

By Kristina Monllos

Article Reprint

Edna Mitchell is an 88-year-old volunteer ambulance driver from Liberty, Maine. She’s also the star of a lighthearted new branding campaign that Nestlé will roll out this week for Poland Spring—one of the company’s six regional bottled water brands—touting a new tagline, “Greatness springs from here,” from creative agency FCB in New York. The Northeastern bottled water brand’s new promotional effort is the latest in a series of water-focused campaigns from major marketers like PepsiCo, The Wonderful Company and Nestlé.