Primo Water Corp. (PWC) hired Porter Novelli last spring to help launch its single-serve water, which is packaged in eco-friendly bottles made from plant-derived bioplastic. The launch objective was to generate awareness and demand among 25- to 50-year-old moms.
The team faced challenges of breaking into the category and industry concerns about how to recycle bioplastic in a scalable, economically viable way. Tim Ronan, VP of marketing and PR at PWC, explains that the company needed to be seen as ...