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

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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.

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This story first appeared in the March 20, 2017, issue of Adweek magazine. Click here to subscribe.

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