Fiji Water, a brand of Los Angeles-based Roll Global, announced its first TV advertising campaign for the brand: “Untouched.”The $30 million campaign, which is the largest marketing investment Fiji Water has ever made, highlights how a sip of Fiji Water transports a consumer from the grime of civilization to the untouched tranquility of the island of Fiji, the company says.

The four 15-second spots will tell the story behind Fiji Water’s mineral profile and refreshing taste, according to the company. Fiji Water is bottled at its source on the island of Viti Levu at an ancient aquifer deep within the earth where it remains protected from external impurities, it adds. The creative highlights this “untouched” element by showing the Fiji landscape overlaid against complicated, dirty cityscapes.

“We’re thrilled to launch our first–ever television advertising campaign,” said Clarence Chia, vice president of marketing at Fiji Water. “Fiji Water has been subtly telling our story for more than two decades. As we continue our growth trajectory, we wanted to reintroduce the brand more broadly to consumers. The ‘Untouched’ campaign beautifully tells our brand story, and we are excited to share that message with the world.”

This new campaign comes on the heels of the brand’s first label redesign in more than 10 years. Last month, the company unveiled a new label design showcasing the story behind the water’s journey. Each bottle size — 330 ml, 500 ml, 1 liter and 1.5 liters — features the new label as well as six new back labels.

The “Untouched” campaign was developed by the company’s in-house advertising agency, FireStation, and the spots were produced by Elastic, the Emmy-Award-winning team behind the “True Detective” title sequence. The ads will air throughout the year on network and cable channels.

In addition to TV, the campaign also will have digital and social platform presences. The campaign will be supported by free-standing inserts, in-store promotion, public relations and event marketing efforts.