Will Spindrift Burst LaCroix’s Sparkling Bubble?

Soda will be replaced by seltzer water. A battle will ensue to decide which seltzer brand wins. Yesterday, it was LaCroix. Tomorrow, it could be Spindrift.

Spindrift is the new kid on the sparkling water block. Created by Bill Creelman, the drink is “the first sparkling water in America made with real squeezed fruit.” The Boston-based brand has found its way across the U.S. due to its taste, natural ingredients, and unique selling point.

Like LaCroix, Spindrift comes in a can and you can find it at your local grocery. However, unlike LaCroix, Spindrift does not have “natural flavors” and is not zero calories. Spindrift isn’t embarrassed though. It has embraced these facts and used them to create appeal. Spindrift has grown 10 times faster than its category average!

“It is important for a sparkling water brand to create … a unique selling proposition,” wrote Charles R. Taylor, Professor of Marketing at the Villanova School of Business. “Spindrift has done this very effectively by making a clear commitment to including real juice… and not apologizing for the flavored water containing a modest level of calories.”

Not only has the brand benefited from its distinctive feature, but it has also benefited from a celebrity: Kristen Bell. A “Spindrift super fan,” Bell has been featured in a series of ads and Spindrift’s creative team has launched print, video, social and digital audio on Spotify and Pandora with a fruit-themed mix-tape from Bell!

“Sparkling water… is exploding as… soda drinkers seek to lower their intake of sugar and artificial sweeteners with low calorie and low sugar,” said Caroline Kibler, Spindrift’s Senior VP for Brand and Marketing. “Spindrift is… positioned to capture these healthy bubble seekers.”