They use those orange signs to indicate a sale or a special price. Also, the aisle sign matches what they use. And I recognize the labels on the house brand of seltzer that's to the far left of the Polar bottles.
I shop there weekly. There's at least 10 of them within 5 miles of where I live, including the 3 in Salem, NH that's within 2 miles of each other on the same road.
And to be sorta on-topic, I like Polar's flavors the best, of the ones that are easily available in this area of the state. But when the pandemic hit, I started using a Sodastream Fizzi One Touch, which significantly cut down on the amount of seltzer 12-packs I'd buy. Even with the swapping of CO2 canisters with Sodasense, it's cheaper with the Sodastream.
I've been mostly using TRUE LEMON, LIME, and ORANGE packets with the carbonated water. I have a 32oz insulated vacuum bottle that I use with 4 packets. It's way more flavorful, but it's easy to adjust the amount of flavor to water with the packets. I've also bought Mio flavors, but controlling the amount of flavor is a bit harder.