Have You Ever Seen A Clear Raspberry?
With a plan to continue its extraordinary growth of 10X the category average, Spindrift®, the first sparkling water made with real squeezed fruit, is back this summer with a multi-million-dollar national advertising campaign that celebrates its real ingredient difference. Unlike other brands that rely on “natural flavors,” Spindrift is made with real squeezed fruit. The campaign, featuring superfan Kristen Bell, brings this distinction to life with charming and humorous ads that invite consumers to rethink their current sparkling water choice.
In a world full of gimmicks and artificial options, Spindrift celebrates the small, authentic things in life that are actually more satisfying – like real fruit. As Kristen quips in a spot titled “Scientist” while pouring a Spindrift raspberry lime into a clear glass, “You know it’s real because real fruit has color. When’s the last time you saw a clear raspberry?” alluding to competitive flavored products that are clear since they don’t contain real fruit juice.
Spindrift is wisely capitalizing on what sets it apart: natural color and ingredients in flavored water. With sparkling water and similar RTD beverages surging in popularity, it’s important for brands to differentiate themselves from the competition, and color is an obvious way to do so. In fact, brands who are utilizing color to stimulate taste perception during those first moments of truth are actually outperforming other leading brands in the sparkling water and seltzer category (IRI, 2019).
Clearly, Sensient is also very passionate about color in beverages, and we blog about its impact quite frequently.