Poland Spring Runs NYC Marathon Campaign
Poland Spring will be running a video campaign just before the NYC marathon in November.
The tasty bottled water company is sponsoring the marathon for the 20th straight year and launching “Poland Spring Cheers”, a video-based social campaign.
The video campaign gives runners the opportunity to create their own video toasting those who helped support their marathon journey through social media outlets. Poland Spring is doing its best to make bottled water relevant with a unique way of interacting with the runners themselves as well as partnering up with well-known running bloggers to drive up awareness of the campaign.
Nielsen data show Poland Spring’s New York metro area sales hit $500 million last year. This is over 35% greater than Coca-Cola and more than double all Pepsi-branded beverage sales. It is astronomical to think that much money was made on a product I can get for free when I turn on the sink.
It’s a perfect fit for a bottled water company to sponsor a marathon, but not a fit in any way for me. I never buy bottled water because just schlepping up the stairs with a bottle of water is a marathon for me.