Crystal Rock

WORX has been a key business partner and marketing agency for Crystal Rock since 2010 – helping the century-young business define and deliver its stable of top water, coffee and office supply brands.

Crystal Rock Brand Logo and brand descriptor used across all communications

Crystal Rock Tagline Slogan and value statement that has become the defining platform for all internal and external communications

Crystal Rock Icon Close up of national award-winning logo design

Crystal Rock Brand Architecture Brand hierarchy development, including the rebranding of each business line

Crystal Rock Delivery Fleet Truck design considered "our best piece of advertising" by Crystal Rock executives

Crystal Rock Uniforms Design of all apparel worn by route salespeople and representatives throughout the year

Crystal Rock 100 Years Logo Brand identity used for centennial anniversary promotions

Crystal Rock 100th Anniversary Film Brand video used at special events and on social media

Crystal Rock Five Gallon Bottles Redesign of signature product lines

Crystal Rock Small Bottles Brand design for all water products and packaging

Crystal Rock Brand Television Commercial Example from advertising to launch the new family of brands

Crystal Rock Photography Example from hundreds of product, service and staff images taken by WORX photographers

Crystal Rock Training Banners Example from complete overhaul of training environments and materials

Crystal Rock Environmental Branding Display wall from office branding initiative at corporate headquarters and bottling facilities

Crystal Rock Community Ads Examples of sponsorship advertising during 100th anniversary year

Crystal Rock Anniversary Film Review Image of WORX sharing film with the Baker family

Crystal Rock Ring of Honor Film Corporate "Hall of Fame" induction video which premiered at the Crystal Rock Anniversary Gala

Crystal Rock Iconography & Graphics Examples from library of graphics used across sales and marketing materials

Crystal Rock Product Catalog Example product and promotional catalogs highlighting the office supplies brand

Crystal Rock Product Packaging Brand positioning and packaging design for Crystal Rock Premium Multipurpose Paper

Crystal Rock Water Delivery Microsite The single highest-performing lead generation source for the company's bottled water service

Crystal Rock Facebook Advertising Example from myriad of SEM display and video-based ads

Crystal Rock Sales Presentation Strategy, content and design for presentation used by executives and sales representatives

Crystal Rock Data Dashboard Custom-created KPI dashboard which surfaces core sales and marketing metrics

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INITIAL REQUEST

When Crystal Rock approached WORX in 2010, it was already the largest water and coffee distributor of its kind in the country. To expand their coffee service, Crystal Rock had just purchased the Cool Beans Coffee name – and was readying the brand for launch. Over several cups of great tasting joe, WORX outlined the potential for the coffee brand to be bigger than what Crystal Rock had envisioned.

SERVING MANY ROLES

Prior to Crystal Rock having an internal marketing department, WORX served as the full-service agency. Once Crystal Rock added content and creative resources, WORX stayed on as a “colleague” and special initiative agency. Throughout the years, WORX has remained a strategic, technical and creative lead on hundreds of projects – the role varying based on the needs of the Crystal Rock sales and marketing teams.

PLANNING MAKES PROFIT

When dreaming up any lead generation or marketing initiative, Crystal Rock and WORX spend significant time on aligning the logistics first – the operations, customer service, technology, sales and marketing teams. By mapping out the business plan – and giving team members clear direction – the integrated marketing campaigns yield consistently high results.

CRYSTAL-IZING AN ENTIRE CULTURE

Little Things Matter. It was originally written as a statement in a brochure announcing the Crystal Rock rebranding to customers. When the Director of Sales and Marketing saw it, he said, “That’s it! THAT’S IT! That’s the whole reason we exist.” The statement became a tagline, and the tagline has become the embodiment of the differentiating qualities for Crystal Rock. Outside of the people and products themselves, the Little Things Matter motto is the single most important asset Crystal Rock has.

RESULTS:

THIS STUFF REALLY WORX

Increased company revenues to peak of $74 million
WORX Search Engine Marketing campaigns are the highest-producing source of water leads in the company
Water delivery service website paid for itself in 48 days
Work featured on Brand New blog for best rebrands in the world, 2013
11 national design awards from Graphic Design USA
Company sold to Cott Corporation in 2018