Spindrift, which states it is the first in the category to be made with only real fruit, got Kristen Bell, who claims to be a superfan of the flavored water brand, to promote the beverage in its first multi-million dollar national campaign to educate consumers about its real ingredient difference.
The campaign features Bell in humorous ads that celebrate the brand’s simplicity and authenticity. In them, Bell comes out through a glittery backdrop to a thumping dance beat on to a white set filled with scientists and what seem to be happy, dancing people. After stating that Spindrift is made with sparkling water and real squeezed fruit – with the tag “Yup, that’s it! – Bell realizes that there is really nothing more to say. She then points out that the happy people are cardboard cutouts and that the scientists aren’t necessary. After simplifying the set to cans of Spindrift and a bowl of fruit, Bell drives home the tag.
The creative elements of the campaign were led by award-winning advertising agency, Mistress. 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. The integrated national campaign kicked off with print, search, digital and paid social ads, as well as out-of-home billboards in five US markets – including New York, Los Angeles and, Chicago. The ads will run throughout the summer using the #yupthatsit and #realfruittastesbetter hashtags.
Media Strategy: AMP Boston
Direction and Production: Cameron Harris, Gravy Films