Creating a category revolution

Spindrift made a splash in the natural channel and food service, with a delicious range of sodas and seltzers made with freshly squeezed juice. In 2015, as the “bubbly water” craze took hold, the brand decided it was time to expand distribution. But first they needed to identify their target and develop a positioning that energized this audience.

Through ethnographies we discovered, while there were a lot of bubble lovers (and fanatics!), bubbles also came with baggage. Enjoyment was often weighed down by guilt over things like sweeteners, high fructose corn syrup or mysterious ingredients like “natural flavors.” We also learned that real fruit flavor is hard to come by today—so much so, it’s easy to forget what real tastes like! This is the magic of Spindrift:  reconnecting people with what’s real gives them the freedom to enjoy bubbles with abandon.

from bubbly refreshment
to the fresh taste of real

We crafted a new positioning for Spindrift to champion their real difference. We also defined their brand voice and expression, which informed the iconic pack design we all recognize today.

What we did : Consumer Insights, Brand Positioning, Messaging