Primo Water Makes a Splash: 15 Brands, One Unified Digital Experience

• Headquarters: Tampa, Florida, USA
• Technology Stack: Next.js, Vercel

Primo Water isn’t just about bottled water. It’s about bringing hydration to homes and businesses across North America through delivery services, refill stations, and sustainable solutions. The company’s long-standing site, water.com (opens in a new window), served as a key part of its digital presence, but over time, a growing portfolio of 15 premium brands led to a fragmented ecosystem. 

Managing 15 separate brand websites — each running on its own system — quickly became slow, inconsistent, and resource-intensive. Marketing teams depended on developers for simple updates, IT was stretched thin, and coordinating campaigns across sites was more frustrating than effective.

To fix that, Primo partnered with Elevate Digital (opens in a new window) to transform water.com into a single, powerful hub for all 15 brands. They consolidated acquisition of new customers from the 15 brands into one unified experience, built on Storyblok’s headless CMS, powered by Adobe Commerce, and deployed using Next.js on Vercel, with a zip code–based personalization layer built in. 

The outcome: a faster, more flexible website that streamlines workflows, improves the customer experience, and is already outperforming all historical sales benchmarks.

The Problem: stuck in the shallow end

Primo’s CMS setup had turned into a tangle of roadblocks. Marketing needed developers for nearly every content change. A simple banner swap could mean opening a ticket and waiting days. A seasonal campaign? Weeks. 

Meanwhile, the 15 separate brand sites created duplication and inconsistency. Content and branding didn’t always line up, and every small change had to be replicated again and again. IT was spending more time managing CMS headaches than driving innovation. 

The fragmented setup was frustrating and slowing Primo down, just when the company needed to scale.

The Fix: headless to the rescue

Storyblok became the backbone of the transformation. Its headless CMS (opens in a new window) offered the flexibility Primo Water needed and the ease of use marketing teams had been missing. Built on a custom block library tailored to water.com’s needs, Storyblok gave Primo a modular design system and an intuitive editing experience that made managing content faster and more consistent:

• Real-time previews ended the “publish and pray” cycle 
• A drag-and-drop interface turned rearranging content into something almost… fun 
• Reusable components kept branding consistent everywhere, every time
• Developers were finally free to focus on innovation instead of hand-holding 

This wasn’t just a CMS swap — it was a full digital transformation. 

Elevate Digital consolidated 15 separate domains into one SEO‑safe destination: water.com. The new site dynamically personalizes experiences based on the user’s zip code, ensuring customers instantly see the right products, pricing, and offers. 

Built on Storyblok, powered by headless Adobe Commerce, and deployed with Next.js on Vercel, the site now runs faster and smarter than ever.

To ensure adoption, Elevate Digital delivered hands-on training, created custom documentation, and provided ongoing support. Marketing and IT not only received new tools but also the confidence and know‑how to use them.

The Results: smooth sailing

Primo Water’s digital transformation reshaped how the company manages and delivers its online experience. What had been a complex patchwork of sites and slow-moving processes became a unified, streamlined platform built for speed and scale.

Here’s what changed once the new water.com went live:

• 15 sites, now 1: a single, unified water.com covers 15 premium brands, with experiences tailored by zip code
• 35% faster content updates: marketing publishes pages and promotions in a fraction of the time
• No SEO loss: the domain consolidation was seamless, preserving search visibility across all brands
• Greater team autonomy: marketing can own the site without relying on IT for routine changes 
• On‑brand consistency: a modular design system keeps every page looking sharp and aligned with the brand 
• Record‑breaking performance: with Storyblok, Adobe Commerce, and Next.js, Primo is outperforming all historical sales benchmarks
• Future‑proof foundation: Storyblok’s headless CMS and Adobe Commerce give Primo Water room to grow without another overhaul 

In short, what was once a rigid, frustrating setup is now a streamlined, sustainable system — one that empowers the team, serves customers better, and leaves Primo Water ready for whatever’s next.

Momentum unlocked

With water.com now consolidated, faster, and easier to manage, marketing teams can launch campaigns in record time, IT can focus on innovation, and customers enjoy a seamless experience every time they visit. 

The transformation also created new opportunities for personalization, ensuring every visitor sees the most relevant products and offers for their location. The marketing team has gained the flexibility to experiment with new campaigns and content formats, knowing they can execute changes quickly. And with fewer technical roadblocks, IT can channel resources into strategic projects that drive long-term growth. 

Primo Water now has a flexible digital platform that can support new services, new markets, and whatever comes next — without needing to start over.