Ken Griffey Jr. Takes Center Stage as H2O's CEO in Major League Baseball Campaign

Ken Griffey Jr. Becomes Baseball's CEO of H2O

In a groundbreaking move, Primo Brands Corporation has unveiled a new campaign featuring none other than Hall of Famer Ken Griffey Jr. as the CEO of H2O, coinciding with the start of the 2026 Major League Baseball (MLB) season. This innovative campaign not only marks the third consecutive year that Primo Brands' water brands have been recognized as the Official Water of MLB, but it also represents the first time that all six of their regional spring water brands have united under a common creative platform, aiming to celebrate America's favorite pastime.

The Unveiling of a New Campaign

On March 26, 2026, Primo Brands announced this exciting initiative from their headquarters in Tampa, Florida. Ken Griffey Jr. embodies the spirit of baseball and is set to lead a national campaign to encourage fans to prioritize healthy hydration through Primo's diverse lineup of regional spring water brands. The stars of the campaign will include well-known names such as Arrowhead® Spring Water, Poland Spring® Water, Ice Mountain® Spring Water, Deer Park® Spring Water, Ozarka® Spring Water, and Zephyrhills® Spring Water. Together, these brands will not only spotlight their refreshing offerings but also underscore the connection between hydration and baseball performance.

Throughout the MLB season, fans will witness Griffey engaging with the community on various social media platforms, sharing trivia and opportunities to win exciting monthly prizes. He will even make appearances during the highly anticipated MLB All-Star Week. Kheri Tillman, CMO of Primo Brands, expressed her enthusiasm, stating, "Our brands are woven into communities across America, just like Baseball. With this campaign, we give passionate fans something to celebrate healthy hydration from regional springs, reflecting the return of one of the greatest in the game."

A Celebration of Tradition

Reflecting the essence of baseball, Griffey emphasizes that healthy hydration has been a crucial part of the game for generations. "Baseball is built on tradition, community, and the shared experiences that bring fans together each season," said Uzma Rawn Dowler, MLB's CMO and SVP of Global Corporate Partnerships. "With Ken leading the charge, Primo Brands exemplifies authenticity and energy in our partnership."

Griffey's charisma and Hall of Fame credentials lend credibility to the campaign, tapping into the nostalgia of past seasons while fostering an authentic bond with current fans. As he notes: "Baseball is built on fundamentals, and hydration was always one of mine. When I was hydrated, I played better—plain and simple. Now, I get to spread the importance of healthy hydration to fans and athletes, whether in the big leagues or in their backyards."

Bringing Hydration to the Fans

The campaign, aptly titled 'Baseball's CEO of H2O,' will creatively highlight how Primo’s spring water fuels the love of the game across various settings. It showcases the refreshing taste of each brand, illustrated through a carefully curated creative that includes an impressive roster of options available for fans. Griffey’s participation at MLB All-Star Week in Philadelphia adds an exciting element to the experience, making this campaign not just a promotional effort, but a holistic celebration of sport, community, and health.

Developed by Primo's in-house creative team, The Lab, this ambitious campaign aims to resonate with fans eager for a summer filled with baseball action and community spirit. The comprehensive reach of Primo Brands ensures that regardless of where one is—be it a ballpark, backyard, or anywhere in between—there's always a refreshing spring water option at hand.

For more information about the campaign and the partnership between Primo Brands and Major League Baseball, fans can find details at www.primobrands.com.

About Primo Brands

Primo Brands is a prominent beverage company in North America, dedicated to promoting healthy hydration. With a diverse array of products distributed across the U.S. and Canada, the company's portfolio includes well-known brands such as Poland Spring® and Pure Life®, alongside regional favorites like Arrowhead® and Deer Park®. Committed to sustainability and community connection, Primo Brands continues to evolve its offerings to meet consumer needs while making hydration accessible to everyone.

As the 2026 MLB season unfolds, fans have much to look forward to with Ken Griffey Jr. steering the campaign as Baseball's CEO of H2O, making hydration an exciting part of this year's baseball culture.