Arrowhead Mountain Spring Water’s New Brand Campaign Celebrates the Radical Simplicity and Goodness of Water, ‘And Nothing Else.’

Primo Brands‘ Arrowhead Mountain Spring Water has launched a new campaign, “And Nothing Else,” celebrating the radical simplicity and excellence of good water, straight from the West. The campaign was created in partnership with Denver-based agency GRIT, the latest work under the two companies’ longtime partnership, under which GRIT serves as lead creative agency on the Arrowhead and Ozarka regional spring water brands, Mountain Valley Spring Water, and Splash Refresher.

“And Nothing Else” bucks the conventions of modern, over-the-top water advertising in favor of a down-to-earth portrayal of life outdoors: skateboarders, cyclists, beachgoers and hikers moving through sun-drenched landscapes, with the product remaining a natural part of the experience rather than the center of attention. The message? That Arrowhead is mountain spring water, “and nothing else.”

GRIT worked with director Tucker Phillips, known for his work with Nike, Ford and J. Crew, and photographer Brian Chorski, whose credits include REI, Tecovas and Rivian. The campaign will run across broadcast and connected TV, digital, social and out-of-home, building on Arrowhead’s “Nothing Else” platform, which originally launched in 2022.

“We intentionally steered away from the increasingly loud and chaotic advertising in the water category right now, and instead, are celebrating Arrowhead for the simple and natural place it has in people’s everyday adventures,” said Sean Topping, Founder & Chief Creative Officer of GRIT.

Source: GRIT

  Advertising, Arrowhead, Arrowhead Mountain Spring Water, Campaign, Grit, Marketing, OOH, Primo Brands