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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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