Spindrift, Kristen Bell return with new summer campaign
Campaign designed to accelerate brand awareness
Newton, Mass.-based Spindrift Sparkling Water and brand ambassador and actress Kristen Bell launched a new summer campaign to accelerate the brand’s awareness and further distinguish itself from competition as the first sparkling water made with real-squeezed fruit, the company says.
The marketing campaign brings the distinction to life with charming and humorous ads that invite consumers to rethink their current sparkling water choice, it adds.
Bell appears in a TV spot titled “Scientist” while pouring a Spindrift Raspberry Lime into a clear glass and says, “You know it’s real because real fruit has color. When’s the last time you saw a clear raspberry?” alluding to the brand’s usage of real-squeezed fruit.
"When consumers discover our real squeezed fruit ingredient difference and delicious taste that is light, bright and flavor-forward, they are hooked and quickly come to see Spindrift as a unique and better offering,” Caroline Kibler, senior vice president of brand and marketing at Spindrift, said in a statement. “Our mission is to accelerate the introduction of Spindrift to new consumers and deepen our relationship with existing fans who have been with us since the beginning. With so many other brands competing on being ‘extra,’ we aim to stay true and authentic, using a relatable tell-it-like-it-is voice that consumers are seeking to cut through the clutter. The addition of new dynamic formats to this year's plan like digital audio and video will enable even stronger storytelling."
The integrated campaign, which features a selection of Spindrift's 10 flavors, including the newest addition, Lime, is brought to life across a range of mediums including print, video, social, audio, search, influencer outreach, in store media and experiential sampling, the company says.
The campaign also includes digital audio on Spotify and Pandora, including a fruit-themed mixed-tape, curated by Bell, featuring songs with fruit in the title or in the artist name; 15 second audio spots with voice over; and audible Spindrift slurps from Bell, which is designed to leave listeners thirsty for a delicious Spindrift, like "music for the mouth," as the actress calls it.
Bell commented: "Spindrift has quickly become my go-to beverage of choice and I am thrilled to help them spread the word. Transparency is important, especially when it comes to the products my family consumes. I love what Spindrift stands for — real, traceable ingredients, fruit from family farms and total deliciousness. It's the perfect drink for summer."
Spindrift is available at various grocery retailers and café-style restaurants nationwide, including Trader Joe's, Whole Foods Market, Panera, Kroger, Target, online at Amazon.com and via www.shop.spindriftfresh.com.