WVU IMC 625 - Advanced Creative Concepts Throughout this course, we learned to delve into the creative process and hone the skills to develop and execute innovative brand strategies. We tackled the process of building dynamic and engaging campaigns for future employers and clientele. Creative execution incorporated: - Audience & insights research - Current market research - Brand audit - Campaign mood board - Messaging strategy - Social media marketing - Digital ads

1. Spindrift:
Drift Away
Creative Brand Strategy
By: Natalia Herbert
IMC 625: Advanced Creative Concepts
Date: February 24th, 2020

2. Table of Contents
1. Spindrift Introduction……….……….... 3
2. Audience Research…………….....….. 4
3. Market Research...………………….... 5
4. Creative Brief………………………….. 6 - 8
5. Moodboard…………………………...... 9
6. Banner Ads………………………...….. 10 - 15
7. Email Marketing……………………….. 16 - 17
8. Experiential Description………………. 18 - 19
9. Influencers Partnerships……………… 20 - 21
10. Social Media Posts Instagram…….…. 22
11. Social Media Posts Twitter……………. 23
12. Postcards………………………...…….. 24 - 27
13. Creative Deliverables Summary...…… 28
14. Creative Summary……………..……… 29
15. References………………………...…... 30

3. Spindrift History
Established in 2010 just outside of Boston, Spindrift sparkling water has been on the
rise for new beverages in the last ten years. A refreshing all-natural drink that
quenches thirst, is low in calories, and possesses the same feel as a traditional soda.
Due to a father's frustration with a lack of healthy drinks, he entered into the market
of fruit-flavored sparkling beverages and made quite a splash.
https://spindriftfresh.com/
3

4. Audience Research
The largest market share of sparkling/seltzer water consumption, is a combination of millennials and older gen z
consumers. In terms of flavored water, both carbonated and non-carbonated, they secure, 15.5% of the market
share (Statista, 2018). With individuals seeking healthier alternatives, the percentage of consumer consumption
in the marketplace will grow continue to grow. Millennials and Gen Z will be a significant contributing factor to the
growth over the next ten years. Both groups desire to purchase from brands not only look to sell a product, but the
brands are ethically sound, match the claims provided, and are accessible. 66% of sparkling consumers believe
all food and beverage should be as healthy as possible, and 74% say that healthy food and beverage choices is a
priority (Pepsi, 2018). Making sure these points are met will increase the share of Spindrift in the targeted
markets.
4

5. Market Research
Seltzer/sparkling/mineral water is the fastest-growing segment of the water market, and one of the fastest-growing
non-alcoholic beverages in the entire U.S. Mintel forecasts sales of sparkling water will grow 74% from 2018 to
2023 (Bryant, 2019). Consumer interest in sparkling water has exploded in recent years, and companies are
responding by launching new sparkling water brands/products. An example of brands with exponential growth
would be Bubly, the sparkling water brand by Pepsi. In 2019, they saw a 216.3% growth, which makes them a
brand to watch (BevNET, 2019). The current Spindrift competitors with significant market share are: Sparkling Ice,
Perrier, San Pellegrino, La Croix, Polar, and Voss.
5

6. Creative Brief
Overview
Spindrift has grown exponentially over the past 10 years and has garnered national recognition for the brand. Now
the brand must increase expansion in territories on the west coast.
Strategy Statement- Who Are We Speaking To?
The sparkling water segment of beverages is in an upward surge due to Millenials and Gen Z consumers who
have made healthy food choices a priority. They are ages 18 - 39, with majority of the segment being female, or
identifying as a woman. Day to day is active with work, friends, and making sure to get in a workout. Careers and
health are important, because who wants to work hard and not be healthy enough to enjoy it? Persona is
important to them, as is spending ethically. If a brand does not align with their beliefs, they will take their dollars
elsewhere.
6

7. Creative Brief
Single Main Idea Of The Campaign
A drink for those who like to live real and drift free. You will see that Spindrift is for those who enjoy fresh
flavors without the gimmick of natural flavors, because they are natural flavors.
The Problem
Brand perception is that Spindrift is just like the current sparkling water on the market, the need for another is
unnecessary. How can we differentiate from all the other sparkling water brands?
Timeline
The timeline for the campaign in seven weeks. To develop and launch the campaign.
7

8. Creative Brief
Key Insights
Most women are heads of households who make healthy decisions for their families. Women tend to think more
about the longevity of their health. Younger women are creating lifestyle changes to implement healthy habits for the
future. There are more women entering the workforce and earning higher wages, so they can spend more on
products that align with their beliefs.
Competitive Analysis
Sparkling Ice https://www.sparklingice.com/ La Croix www.lacroixwater.com
Perrier https://www.perrier.com/ Polar https://polarseltzer.com/
San Pellegrino https://www.sanpellegrino.com/us/en Voss https://vosswater.com/
8

9. Moodboard
The Spindrift moodboard for
Drift Away campaign was
inspired by the meaning
spindrift:
spin·drift
/ˈspindrift/
noun
1. spray blown from the crests
of waves by the wind.
We were also inspired by the
beaches of the west coast,
places many people think of
for relaxing getaways.
9

10. Banner Ads: Leaderboards Color Background
10

11. Banner Ads: Leaderboards White Background
11

12. Banner Ads:
Wide
Skyscraper
Color
Background
12

13. Banner Ads:
Wide
Skyscraper
Color
Background
13

14. Banner Ads: Medium Rectangle Color
Background
14

15. Banner Ads: Medium Rectangle White Background
15

16. Email: Desktop Version
16

17. Email: Mobile Version
17

18. Experiential Event:
Drift Away Pop-Up
• Will be held in three consecutive Saturdays.
• Allows to breakdown, transport, and set up fo event items
• Creating events for consumers to get lost and have fun are effective
Allowing these growing markets to get their hand son the products before becoming
recurring buyers has a higher chance of brand loyalty. The benefit outweighs the upfront
cost of the pop-up.
Drift Away will be held in the three cities where Spindrift is looking to capture
market share:
1. Seattle
2. San Francisco
3. Portland
18

19. Experiential
Event:
Drift Away Pop-Up
• Time of event: 6 pm - 10 pm
• Founder will open the event
• Three chances to win Spindrift for an entire year
• Social media influencers will be invited
There will be Drift Away photobooths for attendees to take pictures and share on social media. Having this
interactive portion is necessary for the demographic who is to attend. There will be one drawing at each
event for a chance to win a year’s supply of Spindrift. Attendees will scan their ticket upon entry, and will
automatically be entered into the contest. At the end of the event, the winner will be announced. A photo of
the winner alongside an influencer in attendance will go up on Spindrift’s Instagram.
Each event venue will allow for about about 200 people. Going for beach side party that allows you to
drift away from the mundane daily grind of a 9-5. Activities will be as follows:
● Cocktail and Mocktail Making Class
● How we Make it Class
● All Natural Healthy Living Class
● Live Music All Night with Two Top DJs
19

20. Drift Away will incorporate social media influencer partnerships.
● 2 micro influencers: 10k - 50k followers (secures niche markets)
● 2 mid-tier influencers: 50k- 500k followers (niche has expanded + has high engagement)
● 2 macro influencers: 500k - 1M followers (has solidified multiple niches + high conversions)
Influencer
Partnership
• There will be 4 posts leading up to the event from each influencer
• One post ust be a video 30 seconds to 1 minute
• The influencers will be in attendance at the pop-up in one of the three cities
The posts will be created by each influencer, but Spindrift will verify copy before it is published. Above
are post examples that can be share with drinks created using Spindrift, playing off the beach theme.
20

21. Influencer
Partnership
• Instagram and Sharing on Twitter will be most effective
• With shortened attention spans, both platforms are effective for marketing
• Nearing the end of the campaign, each influencer will receive a discount code to share
Ensuring the influencers make the product a true highlight will be monitored for each post.
Cost of Each Post: For each level of influencer the cost must be determined based on average
engagement rates and within the budget the Spindrift team decides upon.
Social Media Outlets: Instagram will be the primary source for main posts. If selected influencers
receive higher engagement on another platform, and alternative selection may be selected.
Tools: Using Influencer Marketing Hub calculator will assist in cost per post selected participants
should receive.
https://influencermarketinghub.com/instagram-money-calculator/
21

22. Social Media
Posts:
Instagram
All copy is original for the campaign.
• Examples of content that
would be posted directly from
the Spindrift Instagram
account
22

23. Social Media Posts: Twitter
All copy is original for the campaign.
• Examples of content that would be posted directly from the
Spindrift Twitter account
23

24. Postcards: Color 1
24

25. Postcards: Color 2
25

26. Postcards: White 1
26

27. Postcards: White 2
27

28. Creative Deliverables
Banner Ads Email Campaign
Social Media Posts Postcards
Experiential Marketing
Influencer Partnerships
28

29. Creative Summary
Something is freeing about having the chance to get away and enjoy life outside of those everyday routines. If Spindrift has
the opportunity to represent a spark in someone's day that allows them to enjoy it fully and getaway, then that is grand. The
Drift Away experiential events in the targeted cities support this idea. They will be hands-on events, offering an exclusive
brand experience that Spindrift wants consumers to remember each time they take a sip of the refreshing sparkling
beverage.
The digital ads represent healthy, freeing, fun, and refreshing vibes. Using green and blue cans draw the eyes and offer
positive reinforcement when people are thinking of what they should drink next. The graphics are an updated version of
current ads for Spindrift. The imagery hasn't changed completely, but it has been elevated. The fun, minimalistic vibe is
appealing to the targeted Millennials and Gen Z patrons.
Using the social media influencers that appeal to the market will strengthen earned media mentions across various
platforms. With influencers that have high engagement rates, consumers will feel the brand is aligning with authentic
individuals. Building on the relationship between brand and consumer will show that Spindrift is more than just another
refreshment label. They are a brand that wants you to live real and drift free with a healthier option.
29

30. References
1. BevNET. (October 31, 2019). Sales value growth of sparkling water in the United States in 2019, by brand [Graph]. In Statista. Retrieved February 01, 2020, from
https://www-statista-com.www.libproxy.wvu.edu/statistics/657702/dollar-sales-growth-sparkling-water-us-by-brand/
2. Bryant, C. (2019). Still and Sparkling Water - US - February 2019. Retrieved from: https://reports-mintel-com.www.libproxy.wvu.edu/display/918504/
3. La Croix. (2020). La Croix Home. Retrieved from: https://www.lacroixwater.com/
4. Pepsi. (2018). Why is sparkling water so big right now. Retrieved from: https://www.pepsicopartners.com/pepsico/en/USD/article/Sparkling-Water
5. Perrier. (2020). Perrier Home. Retrieved from: https://www.perrier.com/us/
6. Polar. (2020). Polar Home. Retrieved from: https://polarseltzer.com/
7. San Pellegrino. (2020). San Pellegrino Home. Retrieved from: https://www.sanpellegrino.com/us/en
8. Sparkling Ice. (2020. Sparkling Ice Home. Retrieved from:
https://www.sparklingice.com/?gclid=EAIaIQobChMIw57UoL6x5wIVh5WzCh0dIgdaEAAYASAAEgJ14_D_BwE
9. Spindrift. (2020). Spindrift Home. Retrieved from: https://spindriftfresh.com/
10. Statista. (October 31, 2018). Share of Americans who drank flavored water in 2018, by age [Graph]. In Statista. Retrieved February 02, 2020, from https://www-
statista-com.www.libproxy.wvu.edu/statistics/228147/any-flavored-water-consumption-usa
11. Voss Water. (2020). Voss Water Home. Retrieved from: https://vosswater.com/
30