Earlier this week, Albertsons announced the relaunch of its private label Soleil Sparkling Water along with updated artwork. Supported by a marketing campaign titled, “That’s a Soleil Vibe,” the brand is using TikTok, Spotify, and other creative pieces to communicate the update on a national scale.
With the help of LA-based Library Collective, a creative agency, the company is connecting with Gen-Z internet culture to facilitate interest. Many TikTok-famous creatives are on board, including Sam Myerson, Sharlize True, and Yai Ariza. Each creative amasses millions of likes and views, and are using dance, lifestyle, and fashion to show the brand’s new “Vibe.”
“Since its introduction in 2016, Soleil has been a brand with a big, bright personality. We’re excited to enhance that with a new look that represents Soleil’s positive, carefree and creative identity,” shared Chad Coester, senior vice president of Own Brands, in a statement. “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.”
The new packaging will also feature a QR code leading to Soleil’s curated Good Vibes Spotify playlist.
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