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Superfan Kristen Bell touts Spindrift sparkling waters in first national campaign

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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.”

Kristen Bell Spindrift
Kristen Bell for Spindrift sparkling water

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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.

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Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more appeared first on Marketing Land.

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Expanded phrase match negatives: A script for misspellings

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As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must build super automation to help save the world from bad PPC!

That is why we at Brainlabs (my company) have created another Google Ads script, this time to help you control the impact of negative keywords. The challenge with negative keywords is getting the balance right. Too little control, and you’ll include budget-draining mismatches. Too much, and you risk losing out on potential customers. To filter traffic for high- and low-value searches, you need just the right touch.

Getting the hang of it takes a bit of trial and error, but using a script to help you along doesn’t hurt. Today, I’m sharing an awesome script that will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings.

Using negative keywords

We all know that without the right keyword, your ads won’t be triggered when a user enters a search term. Unlike preplanned keywords, search terms are liable to all sorts of inconsistencies.

Advertising platforms like Google Ads offer different ways to match keywords to search terms: broad, broad match modifier, phrase, and exact. Whichever you prefer to work with, you’ll know that planning ahead for human error can be difficult. Luckily, these match types can deal with close variants like misspellings, plurals, broad match, synonyms and related searches.

[Read the full article on Search Engine Land.]

The post Expanded phrase match negatives: A script for misspellings appeared first on Marketing Land.

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Amazon Music animates Ariana Grande, Kendrick Lamar and SZA in ad campaign for the service

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Amazon Music is pushing its paid streaming music service with a new campaign as a way for listeners to power their preferences by using Alexa.

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.

The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.

In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.

Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Launching at a time where the number of Amazon Music hours streamed globally on Alexa-enabled devices has doubled over the past six months compared to the same time last year, ‘A Voice is All You Need’ will begin appearing today in select US cities, and will expand to the UK and Germany throughout the year across media channels including national online video, radio, and out-of-home billboard advertisements in support of upcoming new releases. Select creative from the campaign will also appear on national TV later this year.

Wieden+Kennedy: Amazon Music 'A Voice is All You Need'

Agency: Wieden+Kennedy
Client: Amazon Music
Date: August 2018

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.
The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.
In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.
Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Credits:
Agency: Wieden+Kennedy
Client: Amazon Music

Tags: United States

Video of A Voice is All You Need: Amazon Music Advertising in Times Square, New York

Video of A Voice Is All You Need: Kendrick Lamar and SZA, "All The Stars," for Amazon Music

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