First Sparkling Water Made with Only Real Squeezed Fruit Partners with Celebrity Superfan to Illustrate It's Simple, Real Narrative
NEWTON, Mass., July 11, 2018 /PRNewswire/ -- Spindrift, the first sparkling water made with only real fruit, announces the launch of its first multi-million dollar national campaign to educate consumers about its real ingredient difference. The campaign, which also includes product-forward print, out-of-home, digital and social media spots, features Superfan Kristen Bell in humorous ads that celebrate the brand's simplicity and authenticity. Video content running in 60-, 30- and 15-second spots featuring Bell are now live throughout digital channels, and will run throughout the summer using the #yupthatsit and #realfruittastesbetter tags.
"In 2018, we are focused on scaling awareness and trial as distribution expands, and bringing our brand point of view and personality to life in a meaningful and memorable way," says Caroline Kibler, Spindrift's SVP of Marketing. "The campaign strategy honors both the simple product truth and brand conviction: that it's the real and authentic slow-down moments that truly make life fulfilling, especially in our increasingly fast-paced and complex world. We are delighted to have Kristen on board as someone who lives our core value of authenticity and shares our brand of humor."
While the competition focuses on technology-forward trends – emojis, selfies – this campaign has a sense of humor and charm that reflects the honesty of its ingredients. Print and out-of-home advertisements focus on celebrating the simplicity of real-squeezed fruit, while the digital video campaign pokes a little fun at traditional advertising via a Superfan that can't help but tell it like it is.
"For years, I've been mixing sparkling water with citrus from the trees in our yard. I could never find a packaged sparkling water that compared to the freshness of real squeezed fruit. Discovering Spindrift has been a game changer," says Kristen Bell. "Not only is it delicious, but as a mom and conscious eater, it gives me such peace of mind knowing that the fruit in Spindrift comes from family farms and that all of the ingredients are completely traceable. I am thrilled to partner with Spindrift to help drive awareness of this unique brand."
The creative elements of the campaign are led by award-winning advertising agency, Mistress, whom Spindrift tapped earlier this year to help bring its brand vision and unique points of difference to life. The video content featuring Kristen Bell includes direction and production by Cameron Harris and Gravy Films. Earlier this year, Spindrift appointed AMP Boston to lead the development of its media strategy. Digital programmatic spots featuring Bell go live today, and full support continues to ramp up throughout summer. The integrated national campaign kicked off with print, search, digital and paid social ads, as well as out-of-home billboards in five U.S. markets – including New York, Los Angeles and, Chicago – featuring creative reflective of the print campaign.
"The campaign brings to life our belief that a sip of Spindrift is a small source of joy that comes straight from nature. This is reflected in our product through exceptional taste that is only achieved by committing to premium real ingredients," says Founder and CEO Bill Creelman. "We're proud to offer consumers a satisfying drink with labels that are easy to understand – real fruit from family farms and sparkling water, that's it! – and are excited to be launching this campaign to share our message with a broader audience."
Today, Spindrift is the first brand to produce sparkling water free of artificial and natural flavors, and certified non-GMO, carefully creating a product that brings the real fruit on the label to life with each sip. Spindrift is available at various grocery retailers and café-style restaurants nationwide, including Trader Joe's, Whole Foods Market, Starbucks, Panera, Kroger, Target, and online at Amazon.com and www.shop.spindriftfresh.com.
Spindrift is the first sparkling water made with real, fresh ingredients and triple-filtered sparkling water – yup, that's it. Founded in 2010, Spindrift celebrates simplicity, transparency and the superior taste that only real ingredients can deliver. All products are free from added sweeteners or natural flavors, made with fruit that is picked from family farms and then squeezed within a few days from harvest. The result is light, bright, and flavor-rich sparkling water. Varieties include: Cranberry Raspberry, Half & Half, Strawberry, Orange-Mango, Grapefruit, Blackberry, Cucumber, Lemon, and Raspberry-Lime. Spindrift is available at various grocery retailers and café-style restaurants nationwide, including Trader Joe's, Whole Foods Market, Starbucks, Kroger, Target, and online at Amazon.com and www.shop.spindriftfresh.com. Spindrift was ranked #385 on Inc. Magazine's 2017 list of fastest-growing companies. Since 2011, the company has supported a targeted set of farming and environmental oriented not-for-profits through their membership in 1% For The Planet. The company was founded in 2010 and is headquartered in Newton, MA.
For more information, visit www.spindriftfresh.com.