Spindrift adds Lime variety to lineup

Sparkling water brand launches campaign to create groundswell for lime emoji

Newton, Mass.-based Spindrift announced the launch of its 10th flavor, Lime, and issues a call for a lime emoji. The digital campaign titled WHY #NOLIMEEMOJI? asks consumers to join Spindrift in the effort to give the citrus fruit the “limelight” by sharing why they love lime on social media using the hashtag #NoLimeEmoji.

"The launch of Spindrift Lime is a direct response to requests from the Spindrift community. Our fans are always submitting new flavor ideas and lime has long been one of the most popular requests," says Bill Creelman, founder and chief executive officer of Spindrift, in a statement. "Lime is actually the most popular flavor in the flavored sparkling water category, but Spindrift is the first brand with scale to make it with real squeezed lime juice."

In the excitement to tell the world about the new flavor release, the team noticed that there was a whole basket of fruit emojis but no lime. Even with the most recent release of emojis, there still is no lime emoji. Enlisting the help of their community, Spindrift looks to rally those on social media seeking to complete their citrus expression with the tiny lime emoji. To support Spindrift's commitment to giving back, during the WHY #NOLIMEEMOJI? campaign, Spindrift will donate $1 (up to $50,000) for every Instagram or Twitter post using the hashtag #NoLimeEmoji to Whole Kids Foundation now through March 31, 2019, 12:01 a.m. EST.

"As a brand that is making the transition from start-up to household name, we have relied heavily on social media to tell our brand story and keep our loyal fans in the loop on brand news. As we were developing plans for the lime launch and saw that the lime emoji didn't exist, we resolved to help fix the oversight, while highlighting one of our favorite non-profit partners," said Spindrift Senior Vice President of Marketing Caroline Kibler.

Kristen Bell, brand ambassador for Spindrift, added: “Up until today, if someone asked me to rate my love of Spindrift on a scale of 1-10, I would have said 10 immediately. But then they brought Lime to my table and now I have no choice but to rate it at a gajillion. Sometimes you don't know what's missing from your life (or fridge) until someone hands it to you. Spindrift has come up with a fun, creative idea for sharing their new Lime flavor and I'm totally on board with #NoLimeEmoji. How could there possibly be two apple emojis and no lime? That's just bonkers. But what I really love is their give back program for every #NoLimeEmoji hashtag that gets posted. It's good for your texts and good for your soul — win, win.”

Spindrift is asking that photos of guacamole, Margaritas, key lime pie, and more should be posted with the hashtag #NoLimeEmoji. Spindrift will use these submissions as part of their proposal to Unicode in the hopes of correcting this small injustice and bringing an official lime fruit emoji to the world in the next emoji release.

"While we want to create buzz around Lime and help lime earn emoji status — at the end of the day, the true focus should be on real ingredients. Whole Kids Foundation provides children across the country with access to healthy, fresh fruits and veggies. We're proud to support this cause because raising awareness for simple, real ingredients is always the most important thing to us," Kibler said.

The WHY #NOLIMEEMOJI? campaign launches alongside the debut of the Spindrift Lime flavor. Spindrift Lime will be available starting in late February on Amazon, The Spindrift Market, and in select retailers, including Target and Kroger this spring. Spindrift also is showcasing the new flavor at this year's Natural Products Expo West.

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