Glaceau has a new product, fruitwater, that is most likely 0-calorie sparkling fruit-flavored water. I can’t tell from this spot, but that’s my guess. Sounds like just the thing a rich woman would use to cut her vodka, doesn’t it? It’s great that there’s definitely a customer base for this new product.
To push fruitwater onto said rich women is one of their own, Christina Applegate, best known for playing Kelly Bundy on Married… with Children and jumping ship before her NBC show, Up All Night, was canceled. According to Wikipedia, her mom also used to have a thing with Stephen Stills, so that’s something.
In order to grow fruitwater’s 4,000 or so Twitter followers to a substantial enough number to convince some brand reps that their social media is “working,” consumers are being encouraged to confess crimes and say mean things via the #sparklingtruth hashtag for a campaign from L.A.-based agency Zambezi. If your truth is good enough, fruitwater will give you a personal assistant for a week. But, of course, the only way you could know that is if you start following the account or, like me, you were sent a press release describing the contest. You gotta work for information on the incentive, you know? Credits after the jump.
CREDITS
Creative Agency: Zambezi
Founder/Executive Creative Director: Brian Ford
Founder/Managing Director: Chris Raih
Creative Director: Madeleine Grandbois
Art Director: Kristen Mann
Senior Copywriter: Chelsea Dubois
Junior Copywriter: Christy Lin
Director of Account Services: Pete Brown
Communications Director: Nicole Bush
Assistant Account Executive: Amanda Tutora
Designer: Tanja Caduff
Executive Producer: Alex Cohn
Producer: Carolyn Lu
Editor: Paul Oh
Director of Digital:
Pete Mertz
Senior Digital Strategist: Poppy Thorpe
Senior Digital Producer: Alvaro Chacon
Production Supervisor:
Haleh Shoa
Production Company: Pretty Bird
Director: Matt Piedmont
Co-Founder/Executive Producer: Kerstin Emhoff
Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Line Producer: Nate Young
Director of Photography: Giles Dunning