Ozarka is a brand of spring water that’s been around since 1905 and is, at its core, a Texas brand. While it has broad recognition, and is commonly sold and consumed by Texans, it had no personality - no real reason for someone to actively choose it when looking at an increasingly crowded water aisle. This top shelf local spring water with a top shelf Texas story was simply getting overlooked. So we set out to make sure that consumers understood Ozarka and what it means to be from Texas.
With the simple goal to connect Ozarka to the place and people that love Texas as much as we do, we couldn’t just dust off the old book, and retell the same old stories the same old way. We needed to remember why the stories mattered in the first place and then tell ‘em because we believe in them.
The new ones and the old ones—that’s what holds power. They deserve to be heard and they deserve to be told. That’s why being Made in Texas means something.
So we set out to make Ozarka the voice of all things worthy of Texas Pride. We built brand love by telling the stories of people who embody its grit, determination, and pride—from legendary pitmasters, to high school football powerhouses, to rodeo trailblazers. We told stories that were close to home and reminded people that Ozarka has been woven into the fabric of Texas culture all along. It was a campaign crafted not just to sell a product, but to celebrate a culture.
With the goal of building a brand that people love and are proud to purchase, we were thrilled at the results from the campaign:
Moreover, we saw significant consideration and sales lift:
When you are working with a brand that has 98% awareness with its consumers, the best way to move the needle is to remind them why they connect for what the brand stands for. By focusing on great stories, we were able to do just that.
