Canadian water brand pairs with Blue Jays player on new adverts

Canadian water brand Flow has teamed up with Toronto Blue Jays baseball player Josh Donaldson to launch a new in-store campaign, after signing a one-year partnership with the third baseman.

The Josh Donaldson Mind Body Flow campaign will roll out in stores this month, including Loblaws, Sobeys, Overwaitea, London Drugs and Rexall. With the tagline “mind, body and flow”, it draws on the fact that Flow water has a pH of 8.1 at source and is bottled in completely recyclable cartons.

The activation will also give consumers the chance to win exclusive prizes, including a luxury getaway for a group of four friends to Hawaii, as part of an Instagram contest running until the end of the summer. The contest will also include weekly fitness-related prizes, running in parallel with the in-store activity.

In addition, after just a year in the market, Flow has expanded its footprint to 3,500 stores and has plans to extend its availability to the US.

The company will launch in Seattle and California – described as “key markets” for the brand – and will accompany the expansion with the unveiling of a direct-to-door business in Vancouver, where it already has a retail presence, involving milk-style delivery of Flow water in environmentally friendly vehicles.