POLAND SPRING ORIGIN
Leveraging Authentic Origins and Connections to Nature to Create a National Splash for an Iconic Regional Water Brand
Poland Spring®, enlisted Legend to introduce Poland Spring® ORIGIN, 100% natural spring water from Maine and the brand’s first-ever nationally available water. In addition to securing widespread coverage, we were tasked with developing rich messaging around the brand’s sourcing, taste and commitment to a sustainable future.
To build buzz and excitement, Legend leveraged the significant influence of ORIGIN’s new ambassador, acclaimed actor and fellow Mainer, Patrick Dempsey. By connecting Patrick’s strong Maine connection + his commitment to the earth with the brands key product benefits, we were developed and executed a national media relations strategy timed around the launch of the advertising campaign featuring Patrick. The execution featured a national morning show integration, marquee lifestyle and travel media interviews and widespread consumer outreach.
In just two weeks, the team secured more than 250MM media impressions spanning national and local broadcast, print and online outlets including Good Morning America, People, Travel & Leisure, Yahoo! And Extra TV.