Bottled water is a category where the liquid is nearly the same and the brand does the selling. This directory includes Liquid Death, Flow Water, Just Water, Voss, Fiji Water, and Smartwater, plus Boxed Water, Pathwater, and Nongfu Spring. Some sell humor and rebellion, some sell sustainability, others premium design or wellness. Studying their ads shows how brands differentiate a commodity through packaging, tone, and cause, which is useful for any marketer selling a product that is hard to tell apart on features alone.
Boxed Water Is Better (boxedwaterisbetter.com) is a Grand Rapids, MI-based sustainable water brand founded in 2009. The brand packages purified water in plant-based paper cartons (67% renewable) as a direct alternative to plastic bottles. Boxed Water runs a DTC subscription channel and has built a strong influencer and UGC presence through the #BoxedWaterIsBetter hashtag movement. Also searched as Boxed.
Danone is a French multinational food company known for dairy, plant-based products, bottled water, and early-life nutrition, with brands including Activia, Danone, Alpro, and Evian. Founded in 1919 in Barcelona and headquartered in Paris, it distributes globally through retail and grocery channels.
FIJI Water (fijiwater.com) is a premium artesian water brand sourced from an underground aquifer on the Fijian island of Viti Levu, founded in 1996 by David Gilmour and now owned by The Wonderful Company (Stewart Resnick). Known for its square bottle and "Earth's Finest Water" positioning, FIJI runs a DTC subscription channel for bulk case delivery to premium households and businesses. Also searched as Fiji.
Flow Water is a Toronto-based alkaline artesian spring water brand founded in 2015 by Nicholas Reichenbach. It uses distinctive eco-friendly Tetra Pak cartons instead of plastic bottles, with celebrity investors including Shawn Mendes, Venus Williams, and Billie Eilish. Available at Whole Foods, Target, Equinox, and Amazon across North America. Also searched as Flow.
Just Water is a New York-based premium water brand co-founded in 2015 by Jaden Smith (then 11 years old) with his parents Will and Jada Pinkett Smith. It uses 82% plant-based carton packaging and sources spring water from Glens Falls, NY via a community water equity partnership. Available at Whole Foods, Target, and Amazon. Also searched as Just.
Liquid Death is an LA-based canned water brand founded in 2019 by Mike Cessario (former Netflix creative director). It markets Austrian mountain water in tallboy cans using heavy metal aesthetics, irreverent humor, and entertainment-first marketing. Celebrity partnerships (Tony Hawk, Martha Stewart) and creative campaigns drove a $1.4B valuation.
Nongfu Spring is China's largest premium bottled water and RTD beverage company, founded in 1996 by Zhong Shanshan. Known for its 'We don't produce water, we are nature's porter' tagline, it sources spring water from protected natural reserves and has expanded into RTD teas, juices, and functional drinks. Also searched as Nongfu.
Open Water (drinkopenwater.com) is a New York-based sustainable water brand founded in 2014 by Nic and Jess Hartman. Open Water offers ultra-purified, electrolyte-enhanced water in 100% recyclable aluminum cans and reclosable aluminum bottles, with a portion of each sale donated to ocean conservation. Available via DTC subscription and in Whole Foods, specialty retail, and restaurant partners.
PATH Water (drinkpathwater.com) is a San Francisco-founded sustainable water brand founded around 2016 by Shadi Bakour. PATH sells purified water in premium refillable aluminum bottles (still, sparkling, and alkaline), positioning them as a sustainable bridge between single-use bottled water and empty reusable bottles. PATH is an official water partner of the Dallas Stars, Dallas Mavericks, and American Airlines Center. Also searched as Pathwater.
smartwater (glaceau.com) is a Coca-Cola-owned premium vapor-distilled electrolyte water brand founded in 1996 by Glacéau (Energy Brands). Known for its tall bottle form factor and Jennifer Aniston ambassador campaigns, smartwater established DTC subscription options under Coca-Cola's direct channel expansion during the pandemic. It remains primarily a mass-retail brand with DTC as a supplementary channel. Also searched as Smartwater.
VOSS Water (vosswater.com) is a Norwegian artesian water brand founded in 2000, sourced from an aquifer in Vatnestrøm, Norway. VOSS built an iconic brand around its cylindrical glass bottle, becoming a fixture at fashion events, luxury hotels, and celebrity tables. Their DTC channel serves premium household buyers and hospitality operators seeking premium water at margin-preserving direct pricing. Also searched as VOSS.
Voss Water is a Norwegian artesian water brand founded in 1998, known for its cylindrical glass bottle designed by Neil Kraft. Sourced from a pristine aquifer in Vatnestrøm, Norway, it built global premium positioning through luxury hotel, restaurant, and nightclub placement. Acquired by Reignwood Group (China) in 2014, expanding heavily into Asia-Pacific. Also searched as Voss.
When products are hard to tell apart, brands compete on identity. Liquid Death uses irreverent humor and heavy metal imagery to make water feel like entertainment. Flow Water and Just Water emphasize cartons and plant-based packaging to appeal to buyers who dislike plastic. Voss built a premium image around its cylindrical glass bottle and design. That means the packaging itself is often the hero of the ad. Expect clean product shots, lifestyle scenes with outdoor or fitness settings, and short videos that make the container memorable. Sustainability claims are common, which makes it worth reading the exact wording closely to see how each brand phrases its promise. Formats tilt toward quick, scroll-stopping video and bold creative, since the category has little functional news to share. Subscription and bulk offers appear for home delivery, while hospitality and gifting angles show up for premium names. Compare how each brand handles taste, since many avoid detailed taste claims and focus on feeling and lifestyle.
Group ads by the reason to choose the brand: taste or mineral story, packaging, cause, status, or humor. A brand that leads with a cause will build a different funnel than one leading with design, and seeing that split helps you decide where your own angle can stand apart. Pay attention to tone. In a quiet category, a bold voice can be the whole strategy, but it only works if it is consistent across ads, landing pages, and packaging. Check whether a brand keeps one voice or tests several. Also examine how ads handle the purchase path. Direct-to-consumer cases, such as multipacks or subscriptions, read differently from awareness ads built to support retail. Notice the call to action, whether it sends traffic to a store, a retailer, or a product page, and what offer sits behind it. Save the hooks and visual styles you find strongest and translate the underlying logic to your own product.
They compete on identity rather than product features. Liquid Death uses humor and bold aesthetics, Flow and Just Water highlight sustainable cartons, and Voss emphasizes premium design. Ads typically focus on packaging, lifestyle imagery, and cause-driven messaging. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
Many rely on short, entertaining video, distinctive packaging, and a consistent brand voice. Because water offers few functional differences, the tone and personality of the ad carry most of the weight. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
Flow Water, Just Water, Boxed Water, and Liquid Death all feature in this directory with packaging-led messaging, using cartons or cans instead of plastic bottles. Their ads show different ways to communicate environmental positioning. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
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