Owala® Delivers Magic to Fans in Most Spontaneous Campaign Yet

Lehi, UT (August 26, 2025) – Owala®, the market-leading and wildly-popular hydration brand, is bringing the brand to life for fans with a new, multi-faceted campaign: Owalafy It.

Owala always brings a little magic with everything the brand does. Now they are bringing that same mentality directly to fans with surprises big and small delivered around the country. It’s no small task, yet it’s one that syncs seamlessly with the spirit of Owala. These Owalafy experiences are not only intended to delight recipients, they’ll also serve as a symbolic stake in the ground to spotlight the brand’s bedrock values.

“To Owalafy something means to do the unexpected. We love creating unanticipated, one-of-a-kind experiences that make people smile,” says Matt Harris, Senior VP of Marketing at Trove Brands. “It’s exactly this approach that is the driving force at Owala. We’re kicking off this campaign to deliver our brand essence directly to our loyal fans, wrapped in an element of surprise.”

Beginning with a mysterious call to action in mid-August, Owala invited fans to nominate someone "who needs a little unexpected joy, a touch of magic, or would simply flip for an Owala surprise.” While details remain under wraps, the brand has begun sharing teasers via its social channels, including this video, and the definition of Owalafy It: