CMO Kheri Tillman called the first year of the three-year sponsorship — signed in April when the company was still BlueTriton Brands — a positive. She based that on incremental distribution and the success of a sweepstakes for World Series tickets, which generated more than six million entries — indicating significant fan/consumer engagement.The newly merged […]
CMO Kheri Tillman called the first year of the three-year sponsorship — signed in April when the company was still BlueTriton Brands — a positive. She based that on incremental distribution and the success of a sweepstakes for World Series tickets, which generated more than six million entries — indicating significant fan/consumer engagement.The newly merged Primo Brands, with billion in revenue and a market cap of .13 billion, is one of the nation’s largest beverage companies with more than 25 water brands. Those MLB rights will mainly support their core spring water brands: Arrowhead, Deer Park, Ozarka, Poland Spring, Ice Mountain and Zephyrhills.Activation around July’s MLB All-Star Game will include limited-edition aluminum bottles of Deer Park designed by Atlanta artist George F. Baker III.New endorsers are Padres OF Fernando Tatís Jr. (Arrowhead); Astros DH Yordan Alvarez (Ozarka); Red SS Elly De La Cruz (Ice Mountain and Pure Life); and Braves 3B Austin Riley (Deer Park). Digital and social campaigns will extend across MLB-controlled digital and social media, along with retailer specific efforts. And naturally, there will be more on-pack promos.MLB’s bottled water sponsor, which changed its name to Primo Brands after a merger and going public last November, is adding a quartet of MLB players to its marketing mix this season.“What we were able to accomplish in that much time is testimony to the fit of the relationship, especially increasing our exposure at retail with display and associated programs,” Tillman said.
