Soleil Sparkling Water’s bold redesign leverages Spotify and TikTok to target Gen-Z
17 Jun 2022 --- Albertsons Companies has partnered with Library Collective to re-launch its Soleil Sparkling Water brand, showcasing colorful new packaging designs and a Gen-Z focussed retail angle featuring music and social media.
Embracing a contemporary marketing scheme, the promotion features a Spotify playlist called Good Times, with 65 “feel good” songs picked to boost the “soleil vibes”. A QR code featured on the new packaging leads consumers to the streaming platform.
The new packaging holds eight cans with updated, “eye-catching” artwork featuring bold colors and fruity patterns. The product line is now available nationwide at US grocery store Albertsons Cos., Safeway, Jewel-Osco, Acme and Shaw’s.
According to recent Innova Market Insights data, more than 35% of consumers in the US strongly agree that they take notice of familiar brands that change their package designs.
In line with this, Soleil partnered with LA-based creative agency Library Collective to study and understand Gen-Z internet culture to create the social media aimed packaging choices.
The new packaging holds eight cans with updated, “eye-catching” artwork featuring bold colors and fruity patterns.Preference for minimalism
Soleil considers itself “a brand with a big, bright personality,” according to Chad Coester, senior VP of Own Brands. “We’re excited to enhance that [boldness] with a new look that represents Soleil’s positive, carefree and creative identity,” he confirms.
Though Coester expresses the company’s desire to have its colorful corporate culture represented in its packaging designs, market research indicates that consumers do not share the same opinion.
Innova Market Research data shows that more than 40% of consumers in the US prefer simplistic, minimalistic packaging designs while less than 20% prefer bolder, brighter, more exotic designs.
Engaging the Gen-Z audience
In addition to the musical angle the Spotify playlist brings to the marketing scheme, TikTok influencers with accounts ranging from dance, lifestyle and fashion genres, have also been active in creating promotional videos for the sparkling water drinks. Sam Myerson, Sharlize True, Yai Ariza, Bree Kish, The Griffin Brothers and Chase Del Rosario are just a few names representing the brand’s core values and culture across the social media platform with lively content.
“This refresh includes colorful packaging reminiscent of the crisp, fruity taste to delightful effervescent sounds that crack when you open the can. We invite our shoppers to live on the sunny side of life and embrace the Soleil Vibes this summer,” adds Coester.
Albertsons has embraced this strategy before with a previous re-branding of the Soleil line just one year ago. In May 2021, Albertsons had a summer promotion labeled “Sip to the Beat”, which is a reference to a then-popular TikTok trend. This promotion featured three Spotify playlists for “getting into the summer mood”: Amped Beats, Chill Vibes and Good Times.
Soleil is made with carbonated water and natural flavors and does not contain added sugars, sweeteners, artificial flavors, calories, or sodium. The sparkling beverage offers 15 different fruity flavors including original, blood orange, peach, pineapple, tangerine, watermelon, raspberry lime, mango, lemon, lime, grapefruit, berry, cranberry raspberry, black cherry, and cucumber melon.
By Mieke Meintjes
