Poland Spring

Introducing Consumers Across America to the Crisp, Refreshing Water of Maine

Poland Spring ORIGIN tasked ITB to identify and secure a recognisable face who could authentically present audiences an intimate journey through the breathtaking wilderness of Maine to introduce and amplify awareness fo the water in a fully integrated media campaign highlighting the taste and beauty of Maine.

Procuring and Securing a Maine-Native Star with Sustainable Values to Share the Brand’s Story

Maine-native Patrick Dempsey – well-known to audiences for his 2005-2015 co-starring role in the long-running TV drama Grey’s Anatomy – was brought on board by ITB to lead the fully integrated campaign that included TV spot, digital and social media content and participate in PR activities. Dempsey appears in a national broadcast spot as well as social and digital content and participated in media interviews with various national outlets including Good Morning America, Extra and People. As part of the partnership, Poland Spring will also be contributing to Dempsey’s Maine-based charitable organization, The Dempsey Foundation, to collaborate on further sustainability programs. During the course of the partnership, the brand contribution to The Dempsey Foundation grew from $25K to $500K, strengthening the work and relationship between Patrick and the brand, who are now working together on grassroots environmental programs. Due to this success, the partnership grew from a one-year deal into a two-year commitment.

Trees planted in five years
Engagement Rate off Patrick’s Post
Impressions on Patrick’s Post