PepsiCo’s Aquafina has unveiled two spots to promote its new line of naturally sweetened sparkling water.
The two 15-second TV spots, created by Mekanism, are part of Aquafina’s ongoing ‘For Happy Bodies’ campaign that was launched last year to promote its flagship plain bottled water.
The launch of Aquafina’s sparkling water campaign comes just days after Coca-Cola’s Dasani rolled out new packaging and flavors for its own sparkling water offering, which will be supported with a campaign called ‘Break for Bubbles.’
Debuting nationally today, Aquafina is hoping the spots will help its flavored sparkling water cans – which contain only ten calories and “the tiniest pinch of Fair Trade Certified sugar” – stand out in a rapidly growing category. According to market research firm Mintel, sales of sparkling, mineral and seltzer water are expected to grow 75 percent over the next five years.
“Obviously it’s a crowded segment driven by consumer demand, but we think we have a really unique twist on it,” said Linda Bethea, Aquafina's senior director of brand marketing. “I think the Aquafina brand has a lot of trust and credibility. It stands for pure water, so we were just trying to dial up the fun, refreshment and great taste.”
In the spots, women clad in white outfits dance to a remix of the Partridge Family theme song ‘Come On Get Happy’ while they sip Aquafina’s sparkling water out of colorful straws. Each straw color coincides with one of the sparkling water's flavor varieties, which include Black Cherry Dragonfruit, Lemon Lime and Orange Grapefuit.
According to Bethea, the spots focus on the “feel-good moments that water brings you after drinking” and are targeted towards what the brand calls a “healthful life enthusiast.” The spots are part of an integrated campaign that the brand will be rolling out.
This isn’t the first time Aquafina has experimented with sparkling water. In 2013, the brand rolled out three sparkling water flavors – Color Me Kiwi, Peelin’ Good and Berry Loco – as part of its FlavorSplash line. The zero-calorie offerings were targeted towards teenagers looking for a “cool, great tasting” beverage but have since been discontinued.
Check out the spots below: