The Arrowhead Brand has been part of the community for over 125 years, but they hadn’t spoken to that community in a relevant way in quite some time. As a result, the brand was losing market share in the West, and consumers forgot what the brand stood for. So in 2022, the brand decided to launch a new campaign to help gain back market share, remind consumers of the brand's mountain spring water proposition, and lean into being the local spring water brand of the West.
Fueled By Nature was created to meet these brand objectives while showcasing the beauty of the region where Arrowhead comes from. It was based off of the insight that Arrowhead’s consumers in the West feel a strong connection to the outdoors, but don't feel like they're spending enough time in nature. The brand used this campaign to connect nature and their consumer’s everyday activities by reminding them that by drinking 100% mountain spring water, their everyday could be fueled by nature.
But how was the brand going to lean into local beyond nature? With a media focus on the Southern California region in 2022, the brand chose a spokesperson who not only resonated with that market, but who consumers would instantly connect to hydration. As a member of the 2020 NBA Champions Los Angeles Lakers, Dwight Howard (who was still on the team at the time) was the perfect fit for the campaign.
The campaign came to life across digital and social with a mix of :30, :15 & :06 spots.
The Dwight Howard Fueled By Nature campaign was so engaging that for the first time in Arrowhead’s history, the :30 outperformed the :15, with a VCR 14% above benchmark. In addition, the campaign drove significant results for the brand: +2.2pt lift in awareness, +9.5% in ad recall, +2.7% in familiarity, and +2/6% in consideration. The campaign creative also contributed to share gains in California.
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