Origin Organic wants to disrupt the growing sparkling water category by letting a diverse group of people tell their own origin story.

For its Canadian launch, Origin Organic partnered with three Canadian creatives – R&B singer Savannah Ré (pictured), ballet dancer Siphe November and Thai chef Nuit Regular – who share their unique beginnings in this mainly social and digitally-led campaign.

“Everybody has a story, right?” says Jennifer Semley Robert, marketing director at BlueTriton Brands, created in 2021 when Nestlé sold its water division. “We have a compelling origin story: we’re organic. With this campaign, we’re encouraging individuals to celebrate their own roots and their passions.”

Billed as “Canada’s first premium organic sparkling water,” Origin Organic is flavoured with 100% organic, non-GMO ingredients, and available in three flavours.

According to Semley Robert, legacy brands like San Pellegrino, Perrier and Montpellier have lost some of their luster with younger consumers. Origin wanted its own accessible, while still premium, brand badge. “It’s priced as ‘everyday premium.’ You don’t need to wait until it’s on sale.”

Brands like Bubly, Semley Robert admits, even-set the playground and made the sparkling water category an everyday indulgence.

Origin started as a U.S. brand, but when it became Origin Organic and launched in Canada this year, Semley Robert says it tested consumers to see how important organic and non-GMO attributes were. It turns out, very much so, and these attributes made their way into the name and on pack.

The sleek can format also challenges category convention by being more adaptable, setting it apart from the large bottle formats legacy brands in the space use.

“It’s a good size for on the go,” Semley Robert says, telling strategy the category is also seeing uptick in heretofore unexpected places, like convenience stores.

Origin Organic is therefore available in Petro Canada, Shell, Parkland and Circle K, in addition to online nationwide at Metro Ontario, Food Basics, InstaCart, IGA Quebec and Rabba Fine Foods.

The campaign was developed by Agency59 on strategy and creative, which won the Origin remit last November. Community is doing social, Horizon is handling and Arts & Communications is leading PR and influencers.