Waterloo Announces New Ad Campaign, Significant Distribution Gains


Waterloo Sparkling Water announced today the official launch of its new creative campaign, Water Down Nothing (view :30 video), which highlights the brand’s full-flavor artistry as a refreshing change from the usual. “This campaign was inspired by our fans. We hear and see them going full flavor every day. They are who they are, unapologetically themselves, and they aim to enjoy life to the fullest,” said Kathy Maurella, Chief Marketing Officer at Waterloo.  “At Waterloo, we are equally unapologetic about creating uniquely refreshing sparkling waters with full-out flavor. Like our fans, we Water Down Nothing.”

The campaign was created by advertising agency Agent A and was directed by award-winning film and music video director, Scott Cudmore.  Cudmore is best known for his work with celebrities, professional sports leagues, some of the largest consumer brands and more.  Consumers will be able to spot the new campaign across the US, on paid and organic social, video/display ads, in-store shopper marketing programs and retail displays.

Waterloo also announced significant distribution gains today, building on the brand’s exceptional growth. It received national authorization in all Safeway Albertson banners, now including Vons and Jewel-Osco. The brand has also increased its distribution at leading national retailers (including Target, Kroger, Costco, Walmart and Walgreens), at key regional retailers (including HEB, Harris Teeter and Hy-Vee) and on ecommerce platforms (GoPuff), plus gained new distribution in the Grocery channel, including Smart & Final and Save Mart/Lucky. “The momentum behind Waterloo, with sales growth five times the category rate in 2022 and our continued distribution growth, is proof of consumers demanding sparkling waters that deliver a unique, full-out flavor experience and of retailers seeking differentiated products like ours that drive category growth,” said Jason Shiver, Waterloo CEO.