Objective

In a category filled with overcomplicated claims and artificial ingredients, Arrowhead Mountain Spring Water set out to remind the world that sometimes, less is more. Our mission? Reignite brand love in Southern California by celebrating the raw beauty and purity of 100% mountain spring water—nothing else.

Arrowhead has been a staple in the West for over 125 years, yet younger consumers were gravitating toward trendier, flashier water brands. We needed to reclaim authenticity, trust, and regional pride while making a statement that stood out in a cluttered market.

By leveraging strategic media placements, a hyper-local OOH footprint, and immersive sports & lifestyle partnerships (like the Lakers and All Gear), the campaign didn’t just tell consumers about Arrowhead’s purity—it made them feel connected to it.

Through a bold, minimalistic approach, we stripped away the noise to let nature speak for itself—highlighting the product’s natural origins, crisp taste, and locally sourced sustainability. The goal? Drive brand awareness, increase consideration, and prove that real water needs no gimmicks.

Strategy

How do you market water in a fresh way? By getting back to the source—literally and figuratively.

We built the "Nothing Else" campaign around a simple yet powerful truth: Arrowhead is 100% mountain spring water, with nothing added or taken away. This became our guiding principle across all creative and media activations.

Creative Approach:

• A bold, stripped-down visual identity featuring clean typography (Prohibition & Proxima Nova), a minimal color palette, and striking nature imagery.
• Iconic tagline: "More Scenery. Less Scene."—a nod to our nature-first approach.
• High-impact storytelling across digital and traditional media, driving home Arrowhead’s authenticity.

Media Execution & Custom Partnerships:

• Meta & YouTube: Increased investment led to a +10.8ppt QoQ lift in brand consideration and a +9.5ppt lift upon ad exposure.
• Snapchat AR Lenses: Interactive engagements outperformed benchmarks with a +10pt ad recall lift.
• Sustainability-led activations: Earth Day messaging saw a 30.81% open rate & 3% CTR, proving consumers resonate with connection-based marketing.
• NBA Lakers Partnership & Sports TV: Helped drive +5.2ppt consideration in Q4, significantly above the +0.8ppt industry benchmark.
• Large-format billboards, barricades, and gas station placements (GSTV) helped reinforce brand visibility across high-traffic SoCal markets.

• Collaborations like All Gear helped drive +2.9ppt consideration, +2.2ppt purchase intent, and +2.7ppt favorability.

• Localized initiatives like "Clear the Ice" further strengthened community ties and brand advocacy.

Challenges & How We Overcame Them:

• Breaking through a saturated bottled water market: We leaned into authenticity rather than flashy marketing gimmicks.
• Convincing consumers to rethink their go-to water brand: Leveraged nostalgia, local pride, and trust-building storytelling.

The result? A campaign that cut through the noise by saying less—because when your product is this pure, nothing else is needed.

Results

The Nothing Else campaign didn’t just deliver—it exceeded industry benchmarks across key brand metrics:

• Brand Consideration Growth
  • +5.2ppt total lift (vs. benchmark of +0.8ppt).
  • Meta & YouTube: +10.8ppt QoQ
  • TV: +8.7ppt lift
  • OOH: +5.9ppt lift
• Engagement & Mid-Funnel Impact
  • Custom Media Partnerships (All Gear Media + Local Lifestyle Activations):
    • +2.9ppt consideration | +2.2ppt purchase intent | +2.7ppt favorability
  • Snapchat AR engagement: +10pt ad recall lift
• Sales Lift
  • +2.3% increase in Arrowhead’s active markets—3.3x above the beverage benchmark.
  • Localized multi-touchpoint assets (TV, OOH, digital) played a significant role in sales impact.

By championing simplicity, purity, and authenticity, Arrowhead reclaimed its place in the hearts (and hands) of West Coast consumers.

Media