In the crowded bottled water market, Trinity Springs had at one point been well-known as the US' only QAI-certified water, coming straight from an underground source without any processing.
After an initial flurry of interest, the product's buzz had dissolved.
"Our identity got a little bit stale," says Andy Mitchell, president of Trinity Springs.
Trinity Springs accepted Atomic PR's pitch for a campaign built around the inherent purity of the water, playing up its naturally occurring minerals in an industry obsessed with filtering and distilling. "A lot of waters talk about the things [they] take out, and we thought we could differentiate ourselves," says Margaret Huang, director of Atomic PR.
To get the word out to a broader consumer set, Atomic began seeking deeper trade media coverage, sending out comparative bottled water primers and samples of new products. It also offered Trinity Springs spokespeople as media commentators. "We wanted to educate people on the idea that there are things in water that are good for you," says Huang.
Atomic also sent product mailings to select consumer media and targeted larger newspapers in regions Trinity Springs had not focused on before.
Sales for Trinity Springs are at an all-time high, having increased 61% domestically, and its new organic product line is sold out. New distribution channels and retailers were added as a direct result of increased brand awareness driven by Atomic's PR efforts, and media coverage prompted more than 10 prospective sales inquiries from large companies.
With Atomic PR's help, Trinity Springs hopes to stay consistent with its message, but continually reinvent itself outwardly.
PR Team: Trinity Springs (Boise, ID) and Atomic PR (San Francisco)
Campaign: Popping the Cap Off North America's Only Naturally
Pure Bottled Water
Duration: March to December 2005