Actor and promotions doyenne Kristen Bell is bringing her no-nonsense comic sensibility to the first national campaign for Spindrift sparkling water.
The brand, which states it is the first in the category to be made with only real fruit, got 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.
“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” said Bell in a release. “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 ads will run throughout the summer using the #yupthatsit and #realfruittastesbetter hashtags.
Said Caroline Kibler, Spindrift’s senior vice president 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. We are delighted to have Kristen on board as someone who lives our core value of authenticity and shares our brand of humor.”
Additional print and out-of-home ads focus on celebrating the simplicity of real-squeezed fruit. The creative elements of the campaign were 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. 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 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 chief executive officer 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.”
See the spots and print and outdoor ads by clicking the Creative Works box below.