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Albertsons hopes TikTok will help fizz up water sales

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Boise-based Albertsons is the latest brand to turn to influencer marketing – with a new campaign for its Soleil water brand.

The company, which operates a TikTok channel with fairly standard grocery store videos, worked with a Los Angeles ad agency to tap TikTok influencers to promote the flavored water product.

The company partnered with creators like Sam Myerson, Sharlize True, Yai Azira, Bree Kish and others to create brand marketing videos. True’s video shows her drinking Soleil while hanging out on the beach and at home with a friend. The 18-year-old “dancer actress” has 3.1 million followers on the fast-growing video platform, and “me in desperate need of summer vibes.”

@sharlizetrue_ getting the summer vibes started with Soleil 💞🌴#soleilvibe #ad ♬ SoleilVibe – Albertsons

The ads feature a custom soundtrack, called One I Need by artist 11:11. A matching playlist on Spotify is promoted with a 30-second ad:

“You know that moment in a song? That feeling of anticipation right before the beat drops? We didn’t bottle that feeling. We put it in a can.”

This month, the grocery giant said it “relaunched” the Soleil Sparkling Water brand with new packaging. The cans generally feature brighter colored cans with updated designs, replacing an older look featuring white cans. It’s the second straight year of changes for Soleil – just a year ago the company also announced it was refreshing the brand with a new look.

The line of water has grown to 15 flavors, from blood orange to lemon-lime. It competes in a crowded space pioneered by La Croix, which has attracted brands by Coke (AHA.. all caps) and Pepsi (bubly… all lowercase), and others.

So far the TikTok campaign for Soleil has generated 11 million views on the platform.

Don Day - BoiseDev Editor & Founder
Don Day - BoiseDev Editor & Founder
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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