Icelandic Glacial Water’s Ads Boost Sales by 45% in One Year

Premium bottled water brand Icelandic Glacial Water and Phoenix Media Group partnered to release its campaign 12 months ago.

And in just a year, the brand’s sales jumped significantly.

Sales jumped 43% in June 2024 and again to 45% in July, while retail category sales rose 17% in August thanks to the campaign’s two ads.

“Pure Canvas," featuring two Icelandic influencers, linked the imagery of the country's untouched landscapes with the brand’s claim of being the “Purest Tasting Water on Earth.”

To further establish the authenticity behind every bottle of Icelandic Glacial water, the ads were filmed using only local cast and crew.

Premium spring‑water shelf space is growing as the U.S. bottled water market hits $47.42 billion.

With more focus on health, convenience, and new products, Grand View Research expects demand to increase even more.

A Cinematic Journey Through the Land of Fire and Ice

54% of Gen Z stays loyal to brands that share behind‑the‑scenes content, according to Zebracat.

Phoenix Media Group understood the value of authenticity and took a bold approach.

The agency decided to film the entire campaign on location in Iceland, embracing the country’s natural wonders as the true stars of the campaign.

With that, the country wasn’t just a backdrop or location; it was also a co-hero to the product, deserving of its own spotlight.

“Iceland is a breathtaking country. It’s a beautiful canvas, and when you are looking for dazzling visuals, it’s hard to imagine a place that is more striking,” Chris Phoenix, CEO and founder of Phoenix Media Group, shared in a statement.

 

 

 

 

 

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A post shared by Icelandic Glacial (@icelandicglacial)

Phoenix said the brand’s pride in its Icelandic roots came through in every part of the production.

“That pride translated into how the production took shape; why our talent was from Iceland, why we shot exclusively in Iceland, and it was also really important to the client that a good portion of the crew be from Iceland.

“We took all of that to heart when we developed the campaign and produced the work. We wanted to meet those tenants with an equal amount of vigilance,” he added.

This focus on authenticity helped shape a clear, compelling story that connected with global audiences.

 

 

 

 

 

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A post shared by Phoenix Media Group (@phoenixmediagrp)

Through strong storytelling and standout visuals, Icelandic Glacial Water was able to position itself as a leader in the premium bottled water space.

The work also showed the value of staying true to a brand’s foundations and values.

Overall, Icelandic Glacial Water’s campaign underscored a key lesson in modern marketing: authenticity drives impact.

At the end of the day, brands that stay true to their identity while delivering high-impact campaigns are the ones that create lasting influence and sustained growth.