Primo Water didn’t just need a new website; they needed a unified, scalable platform that marketing could actually use, and IT could step back from. This project was more than just new code; it was a transformation. Primo Water needed a people-ready solution that could grow with them.
Primo’s growth created complexity. With 15 brand sites, managing content became a bottleneck. The platform team faced a deeper issue: marketing depended on IT for every change, overwhelming developers. Campaigns that should have been rushed like a waterfall were down to a drip.
Without a unifying platform, the organization risked stalled momentum and inconsistent customer experiences. The tools and collaboration for the teams were both overdue for transformation.
Primo Water already relied on Adobe Commerce as its e‑commerce engine, and maintaining that platform was the natural path forward. However, Adobe Commerce on its own lacked the flexibility and CMS capabilities that marketing teams needed to move quickly. To bridge that gap, Elevate Digital paired Adobe Commerce with Storyblok’s headless CMS, creating a hybrid solution that combined the strengths of both platforms.
Commerce functionality and rendering continue to run through Adobe Commerce. Storyblok empowered marketers with a modern admin experience for creating landing pages, managing content, and building dynamic digital experiences – without developer dependency. This thoughtful integration allowed Primo Water to keep the reliability of Adobe Commerce while unlocking the agility and creativity their teams needed to scale campaigns and digital engagement.
Elevate Digital selected Storyblok’s headless CMS as the backbone of Primo Water’s new platform. We built a scalable, custom block library tailored to Water.com, allowing the team to quickly mix and match components for new pages or updating existing ones—driving speed while maintaining brand consistency. The result was a modular design system paired with a visual editing experience that marketers could immediately adopt. To secure long-term success, we also embedded governance, documentation, and hands-on training so teams felt confident and empowered from day one. The platform’s architecture was purposefully aligned with campaign agility, reducing reliance on developers and ensuring marketing could move at the pace of demand.
We approached this consolidation with SEO top of mind from the start. Elevate Digital successfully unified the brand’s sites under a single CMS with zero SEO loss, preserving both traffic and rankings during migration. We created keyword-optimized meta titles and descriptions, intentional URL structures, and maximized crawlability through enhanced schema. Header mapping, intentionally designed to work hand in hand with page layouts, ensures both usability and search visibility. Paired with modular design components, these practices allowed for faster, more consistent publishing while directly reinforcing SEO performance—building a scalable foundation for long-term, search-friendly growth.
Primo Water’s transformation shows that enterprise digital success is driven by people as much as by platforms. Elevate Digital didn’t just rebuild a website; we built a foundation for adoption, agility, and long-term growth. By unifying 15 brand sites into a single, scalable platform under water.com, we helped unlock measurable business impact without sacrificing SEO or operational momentum.