Poland Spring Sparkling

Rebuild Poland Spring Sparkling to feel unmistakably part of the family again, rooted in the Northeast region it calls home.

In a sparkling water category awash with bubbles, blue, and white, Poland Spring had started to blend in. Flavor cues had overtaken the brand, contributing to a 13% decline in dollar sales. Rather than chase category conventions, we returned to the equity Poland Spring already owned: its iconic green, which dominates the core label, and its heritage logo dating back to 1845, depicting the spring, pines, and rolling Northeast landscape.

We brought it all to life through an Effervescent Spirit — the restless, proud energy of the Northeast and the people who call it home. An illustrated landscape now wraps every pack, with pines and a winding spring rendered with the charm of a vintage travel poster. Flavor appears through changing skies, while the landscape stays grounded in unmistakable Poland Spring green. The full logo once again anchors the pack, unifying nine flavors into one distinctive family that stands apart from AHA, Polar, LaCroix, bubly, and Perrier. It feels like Poland Spring again: natural, rooted, recognizable, and built to travel across the broader Primo portfolio.