Primo Brands just launched a national campaign crowning Hall of Famer Ken Griffey Jr. as Baseball’s “First-Ever CEO of H2O.” They timed this bold move with the 2026 MLB season.
It’s the third straight year Primo’s water portfolio has served as the Official Water of Major League Baseball. For the first time, all six regional spring water brands are united under a single creative platform.
This blog takes a look at how the campaign mixes athletics, hydration science, and a dash of regional pride. It’s all about building stronger connections with baseball fans and athletes.
Campaign Overview
Primo Brands is leaning into Griffey’s legendary status to raise awareness of its spring water lineup. They’re also pushing hydration as a performance edge for athletes and a better experience for fans.
The new 30-second national TV spot will run alongside social media activity, fan trivia with monthly prizes, and Griffey’s appearance during MLB All-Star Week in Philadelphia. The campaign highlights how clean, refreshing spring water supports peak athletic performance and makes fan moments at games even better.
Primo’s in-house creative team, The Lab, crafted messaging that ties spring water to both on-field performance and the fan experience. They’re positioning water as a core part of baseball culture—fueling athletes and bringing fans closer to the action at stadiums, on screens, and across social feeds.
- Official Water of Major League Baseball for the third straight year
- Six regional brands unified under one platform: Arrowhead, Poland Spring, Ice Mountain, Deer Park, Ozarka, Zephyrhills
- Ken Griffey Jr as “Baseball’s First-Ever CEO of H2O” promoting healthy hydration
Major League Baseball has officially endorsed the partnership. They’re highlighting a shared commitment to wellness, performance, and fan engagement.
More campaign details are up on Primo Brands’ official site. Fans can check out info about the six brands and the network that keeps distribution running across North America.
Ken Griffey Jr: Baseball’s First-Ever CEO of H2O
Griffey sits right at the heart of this campaign. His Hall of Fame status and broad appeal bridge the gap between longtime baseball fans and younger folks who care about hydration and performance.
The “CEO of H2O” idea casts Griffey as a trusted authority on water, hydration habits, and the role of clean spring water in recovery and focus. That’s something athletes and weekend warriors can both get behind.
By making Griffey the face of this hydration push, Primo wants people to see water as more than just a drink—it’s a performance tool. This fits with Primo’s bigger goal of connecting baseball’s deep traditions with today’s focus on hydration science and demand for quality regional products.
Unified Platform, Regional Pride, Broad Reach
The six regional spring water brands—Arrowhead (West Coast), Poland Spring (Northeast), Ice Mountain (Midwest), Deer Park (Southeast/Mid-Atlantic), Ozarka (Texas), and Zephyrhills (Florida)—are all sharing a single creative platform. At the same time, they’re still celebrating what makes each region unique.
Primo runs a vertically integrated network that reaches over 200,000 retail outlets. They also offer direct-delivery services across the U.S. and Canada.
On top of the six brands, Primo’s lineup includes billion-dollar and premium names like Poland Spring, Pure Life, Saratoga, and The Mountain Valley. There are also purified, flavored options, and water dispensers for homes and businesses.
With that kind of scale and variety, Primo stands out as a major player in North America’s bottled water scene.
Engagement, Endorsement, and the All-Star Week Presence
The campaign mixes traditional and digital strategies to boost reach and engagement. The national TV spot works alongside active social engagement and fan trivia with monthly prizes.
Griffey shows up at big events, like MLB All-Star Week in Philadelphia. This multi-channel approach aims to build awareness about hydration and connect Primo’s regional brands with the larger MLB community.
If you want more details about the partnership, upcoming events, or how to join trivia or prize programs, check out Primo Brands’ website. It’s the main spot for campaign info and brand stories.
Keyword highlights: Primo Brands, Ken Griffey Jr, Baseball’s First-Ever CEO of H2O, Official Water of Major League Baseball, six regional spring waters, Arrowhead, Poland Spring, Ice Mountain, Deer Park, Ozarka, Zephyrhills, The Lab, hydration, MLB All-Star Week, Philadelphia, distribution network, premium brands.
Here is the source article for this story: Primo Brands Appoints Ken Griffey Jr. as Baseball’s First CEO of H2O as 2026 MLB Season Begins
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