In the crowded bottled water market, Trinity Springs had at one point been well-known as the US' only QAI-certified water, coming straight from an underground source without any processing.
After an initial flurry of interest, the product's buzz had dissolved.
"Our identity got a little bit stale," says Andy Mitchell, president of Trinity Springs.
Strategy
Trinity Springs accepted Atomic PR's pitch for a campaign built around the inherent purity of the water, playing up its naturally occurring minerals in an industry obsessed with ...