Primo Water Selects The Bloom Agency as Marketing Partner

WINSTON-SALEM, NC – Primo Water Corporation, transformer of the outdated office water cooler into an Energy Star rated stylish home appliance and developer of a bulk water recycle/exchange program at retail, has chosen The Bloom Agency to be its integrated marketing partner. The agency, like Primo Water, is based in Winston-Salem.

Established in 2004, Primo Water has grown quickly to achieve a retail presence in all 48 continental states, with new stores being added every week. The company, which sells three- and five-gallon bottles of water, recently shipped its 10 millionth bottle.

Primo Water’s distinctive business model makes it easy for consumers to have safe, convenient, affordable purified water in their homes. Consumers return their empty bottles to store locations in exchange for a substantial credit on new bottles of Primo water. Rather than being destined for the landfill, the bottles are sanitized and reused by the company up to 40 times. When the bottles are no longer usable, they are shredded and the plastic sold to other manufacturing companies.

In 2008, Primo began to market hot and cold water dispensers and has since become the national leader in this appliance category. Primo water and dispensers are sold through major retailers, including Walmart®, Target®, Lowe’s® Home Improvement, Costco®, Sam’s Club® and Kmart®, with a combined presence in more than 12,500 retail outlets.

“Having Primo water and a Primo water dispenser at home is simply the best way to drink perfect tasting water.” said Billy Prim, Primo Water’s founder and CEO. “With millions of families using these appliances in their homes, making the water available at retail locations across the country gives them the ability to choose a healthy, environmentally responsible lifestyle.”

The Bloom Agency has begun its work with Primo Water by collaboratively developing a strategic marketing plan. The plan incorporates brand development, point of purchase advertising, packaging, promotions, print and broadcast advertising, public relations, and interactive marketing.

“We are honored and delighted at the opportunity to support the growth of this exceptional company,” said agency president Art Bloom. “Primo Water is an innovative, fast-moving entrepreneurial business.”

Bloom noted that Primo Water is building on the experience gained through Blue Rhino^®, Billy Prim’s earlier venture, with many of the same talented people in key positions, and augmented by some of the best business development experts from the retail world.

“With talent, experience, a robust infrastructure and a unique business model, Primo Water is positioned for great success in what is bound to be a growing category,” Bloom said. “Retailers are receptive to products that reflect consumers’ desire for healthier lifestyles and their concerns about cutting down both needless waste and expense in their lives. Primo Water’s solution addresses those desires and concerns.”

“The opportunity for Primo is tremendous. Our goal is to significantly increase our retail presence and consumer awareness of both our three- and five-gallon water and our industry leading water dispensers,” said Kelly Lockwood Primus, vice president of marketing for Primo Water. “We are confident The Bloom Agency will help us get there. Their people are strategic, passionate about their work, open-minded, and full of smart, edgy ideas. We like the memorable, effective branding they have created for their clients and look forward to working with them to grow our retail and household penetration.”