Concepts, new business pitch, planning, local sales team contact, project management, in-market management & activation, digital assets, sweepstakes, social photography, ambassador team management, surprise & delight stops.

Making an Impact with Mainers

Even with over 150 years as a Mainer and countless contributions to their communities, Poland Spring didn’t have the best reputation with some in their home state. In order to increase goodwill, we rolled out the Calling 207 program, a way for the brand to show locals some love by getting our hands dirty.

Strategy

  • Tour Maine supporting local events with the Poland Spring hydration station – encouraging usage of reusable plastic bottles and sampling our sparkling waters.

  • Don’t tell anyone what’s needed: Listen to real Mainers. Solicit community improvement ideas at all events & through an online site.

  • The top 4 ideas (by online voting) were executed with a team of volunteers and our Poland Spring representatives. We built a reading garden, planted over 100 trees, beautified a busy intersection, and created ADA accessible garden beds for a school far up north.

56k

Foot Traffic

27k

Intercepts

14k

Engagements

3.3k

Premiums