Spindrift Sparkling Water Lime Flavor
Company engages in creative social media campaign to promote new variety
Spindrift®, sparkling water made with real squeezed fruit, launched its tenth flavor, Lime
"The launch of Spindrift Lime is a direct response to requests from the Spindrift community. Our fans are always submitting new flavor ideas and lime has long been one of the most popular requests," says Bill Creelman, founder and CEO of Spindrift. "Lime is actually the most popular flavor in the flavored sparkling water category, but Spindrift is the first brand with scale to make it with real squeezed lime juice."
In the excitement to tell the world about the new flavor release, the team noticed that there was a whole basket of fruit emojis – but no lime. Even with the most recent release, there is still no lime emoji. Enlisting the help of their community, Spindrift looks to rally those on social media seeking to complete their citrus expression with the tiny lime emoji. To support Spindrift's commitment to giving back, during the WHY #NOLIMEEMOJI? campaign, Spindrift will donate $1 for every Instagram or Twitter post using #NoLimeEmoji to Whole Kids Foundation (up to $50,000 dollars) until March 31, 2019.
"As a brand that is making the transition from start-up to household name, we have relied heavily on social media to tell our brand story and keep our loyal fans in the loop on brand news. As we were developing plans for the lime launch and saw that the lime emoji didn't exist, we resolved to help fix the oversight, while highlighting one of our favorite non-profit partners," Spindrift SVP of Marketing, Caroline Kibler explained.
People can join the campaign by sharing all the ways they'd use a lime emoji – if they had one – on social media. Photos of guacamole, margaritas, key lime pie, and more should be posted with the hashtag #NoLimeEmoji. Spindrift will use these submissions as part of their proposal to Unicode in the hopes of correcting this small injustice and bringing an official lime fruit emoji to the world in the next emoji release.
Spindrift Lime will be available starting in late February 2019 on Amazon, The Spindrift Market, and in select retailers, including Target and Kroger this spring.