As part of the pitch that won Poland Spring, I highlighted the brand’s opportunity to move beyond awareness and into something deeper: brand love. Already the #1 water in the Northeast, Poland Spring needed to proudly own that badge and strengthen its emotional connection with the region. That thinking became the foundation for the “Naturally Maine” campaign, which celebrated the brand’s heritage — 100% natural spring water sourced in Maine since 1845 — with a spokesperson who brought that spirit to life in a fun, breakthrough way.
:30 "Spring Water vs. Water"
:30 "Work of Art"
Social: "The Sound of Spring Water"
Social: "Mouthwatering"
CREATING PATTY SPRING
Patty Spring wasn’t just a spokesperson, she was a character we built from the ground up. I wrote her backstory, helped shape her wardrobe, and gave her a voice that could proudly (and playfully) tell the Poland Spring story in a way no one else could.
Patty Spring wasn’t just a spokesperson, she was a character we built from the ground up. I wrote her backstory, helped shape her wardrobe, and gave her a voice that could proudly (and playfully) tell the Poland Spring story in a way no one else could.
Client Poland Spring
Director Adam Jones
ECD Julio DesirGCD Jeffrey Beck
CD Adam Burkett, Brad Jendza
AD Dylan Lang
CW Apple Xenos
Producer Greg Kort
