Primo Brands taps Anna Kendrick, Rebel Wilson for ‘Besties’ campaign
Comedic duo help unveil Splash Refresher Sparkling lineup
(Image courtesy of Primo Brands)
Primo Brands, Tampa Fla., and Stamford, Conn., unveiled its new line of hydration beverages with the launch of Splash Refreshers Sparkling alongside its new “Besties” campaign, featuring Hollywood’s comedic duo, and real-life BFFs, Anna Kendrick and Rebel Wilson.
In celebration of the new line, offering bubbly hydration with zero sugar and full flavor, “Besties” pays tribute to the power of female friendship wrapped in the actresses’ signature humor, the company says.
The campaign launches with a national 30-second spot that showcases Kendrick's and Wilson’s real-life chemistry, candid humor, and authenticity to introduce Splash Refresher.
When Americans seek to reduce their sugar intake, Splash Refresher Sparkling is hydration’s new, healthy glow-up, the company says. Through a series of playful and witty content, the duo is bringing to life the joy of friendship and the excitement of discovering a refreshing, sparkling alternative to plain water, it notes.
“When I first tried Splash Refresher Sparkling Beverage, I was like, ‘Wait. Why does this feel like a holiday in my mouth?” Wilson said in a statement. “It’s bubbly, it’s fun, and suddenly I’m the most hydrated I’ve ever been. Plus, getting to do this campaign with my bestie? Yes, please. We basically turned drinking flavored water into a party.”
Kendrick added: “We’ve been making each other laugh for years, and now we get to bring that same energy to something that makes hydration fun, like Splash Refresher — because plain water just does not reflect our personalities. It’s a win-win.”
The following four flavors are available on shelves now nationwide:
Kiwi Watermelon: The Kiwi Watermelon flavored Sparkling Splash Refresher combines the tart essence of kiwi with the juicy sweetness of watermelon in every bubbly sip.
Rocket Freeze: The Rocket Freeze Sparkling Splash Refresher contains layers of blue raspberry, cherry and lime flavors deliver a nostalgic blast of flavor in every effervescent sip.
Blood Orange: The Refresher delivers the tang of Blood Orange flavor.
Black Cherry: The Black Cherry-flavored Sparkling Splash Refresher pops with bright cherry notes with a hint of zero calories sweetness.
The launch marks a major step for the brand as it expands its lineup to include still and sparkling options, giving consumers a choice in hydration, in notes.
“Splash Refresher has been bringing flavorful hydration to the market for years. Now we’re bringing an even more fun experience to our fans with our new sparkling offerings,” said Kheri Tillman, chief marketing officer at Primo Brands, in a statement. “And just like our still and sparkling offerings, a good friend challenges you, inspires you, and ‘refreshes’ you. That’s the spirit of our ‘Besties’ campaign, starring the ultimate besties, Anna and Rebel, who are the perfect embodiment of the lightheartedness and vibrance of the brand.”
The 360-campaign was created and produced by creative company Grit, Denver.
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