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Spindrift taps Kristen Bell to front first national campaign

BY Gisselle Gaitan

Spindrift, a beverage brand that is known for its flavored sparkling water, has announced the launch of its first multi-million-dollar campaign, which will be fronted by actress Kristen Bell.

The initiative is aimed towards educating consumers about the drink’s ingredient differences and will feature product-forward print, out-of-home, digital and social media spots that will star the House of Lies starlet.

“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,” Caroline Kibler, Spindrift’s senior vice president of marketing, said. “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.”

Print and out-of-home ads will focus on celebrating the simplicity of real-squeezed fruit, while the digital video component pokes fun at traditional ads via a super fan, the Newton, Mass.-based company said.

“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,” Kristen Bell said. “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.”

All of the ads starring Bell are now live on the brand’s social media channels.

Spindrift’s beverages can be found at such grocery retailers and café-style restaurants as Whole Foods Market, Target, Kroger, CVS, Chipotle, Panera and Amazon.

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ThinkThin adds probiotics, protein to hot oatmeal

BY DSN STAFF

Creator of protein bars and food, ThinkThin, is looking to revamp the probiotic category by adding a twist,

The Los Angeles-based company is introducing consumers to its new protein and probiotics hot oatmeal, which is crafted with one billion CFUs of live probiotics, six grams of fiber to support digestion and 10 g of protein.

“ThinkThin was one of the first brands to bring the healthy combination of protein and added fiber in an oatmeal,” Michele Kessler, CEO of thinkThin, said. “We continue to innovate in the oatmeal category by launching our first hot probiotic format. Protein and Probiotics Oatmeal has been crafted for optimal nutritionals that support overall wellness.”

Each product contains rolled oats, steel cut oats, red quinoa, chia seeds and probiotic cultures. It also comes in three options, including:

  • The cinnamon almond, which contains cinnamon, sliced almonds and brown sugar;
  • The maple pecan, which has maple syrup and pecan pieces; and
  • The blueberry harvest, which features whole blueberries.

ThinkThin’s protein and probiotics oatmeal is Non-GMO Project Verified, gluten-free, Kosher and made without artificial flavors or sweeteners. Each bowl contains 200 calories or less and will hit the shelves of such retailers as Walmart, in mid-summer.

Futher information on the line or other products from the brand can be found on the company’s website.

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Boudreaux’s Rash Kicking Kit helps soothe infants

BY DSN STAFF

Known for its brand of products that aid in relieving and soothing the discomfort that is brought upon by infant rashes, Boudreaux’s Butt Paste is introducing consumers to a brand new product.

The Tarrytown, N.Y.-based brand, which is part of Prestige’s portfolio of companies, is launching a Rash Kicking Kit, which features two of the brand’s butt paste formulas in original and maximum strength, and its new soft silicone, BPA-free applicator.

“We are excited to debut the Boudreaux’s Butt Paste Rash Kicking Kit, a complete toolkit to help moms and dads kick rash fast,” Carol Bishop, marketing director at Prestige Brands, said. “Whether shopping for a baby shower or arming yourself with the best there is for baby, the Rash Kicking Kit is a complete solution for a pesky problem almost all babies experience at least once in their lives.”

Boudreaux’s original rash-kicking formula is free from dyes, parabens, preservatives and phthalates, and contains 16% zinc oxide. The maximum strength also is free of the same chemicals and features 40% zinc oxide.

Boudreaux’s Butt Paste Rash Kicking kit currently retails for $14.99. Further information can be found on the company’s website.

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