During the fourth quarter of 2011 the company plans to implement a new direct-to-consumer marketing campaign to increase exposure and raise awareness of its full product offering and to drive sales of appliances and consumables.
"We look forward to the opportunity to increase awareness and educate more consumers about the benefits of Primo's products and services with our new direct marketing campaign. Surveys show consumers are passionate about our water and appliances once they try them. As we continue retail installations, we believe a targeted marketing message will generate increased consumer adoption of our products," commented Prim. "Going forward, we have the opportunity to leverage our marketing spend across all of our appliances."
The company announced that John Maples joined Primo Water as chief marketing officer during the second quarter. Maples joined the company from PepsiCo with extensive consumer packaged goods and beverage experience. Maples was instrumental in the success of the development and growth of PepsiCo's Gatorade business as well as building key relationships with several major retailers including Walmart and Sam's Club.
"We further increased the depth of our management team with the addition of John, whose industry experience will be instrumental as we evolve our beverage offerings. We are fortunate to add a senior executive who brings over 20 years of consumer packaged goods experience, including the development and growth of iconic beverage brands," added Prim.