Key Takeaways:
- Splash Refresher launches a sparkling beverage line with a national campaign starring Anna Kendrick and Rebel Wilson.
- Pairing real-life friends adds authenticity and elevates brand storytelling, turning hydration into a feel-good lifestyle message.
- From national TV spots to social activations, the integrated campaign builds both product visibility and emotional connection across multiple platforms.
Primo Brands is leaning into flavor, fun, and friendship as it introduces its new product Splash Refresher.
The sparkling beverage's launch campaign stars "Pitch Perfect" actors Anna Kendrick and Rebel Wilson.
"Besties" reunites the real-life comedic duo to headline a humor-packed national spot and 360-degree rollout aimed at making hydration feel like a party.
Produced by Denver-based creative agency Grit, the campaign showcases the actresses' candid chemistry to champion the zero-calorie, zero-sugar alternative to plain water.
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Several spots highlight friendship as the ultimate source of refreshment, complementing a lineup of fizzy, fruity flavors.
In a press release, Wilson described her first time tasting the drink, which was a pleasant surprise.
"It's bubbly, it's fun, and suddenly I'm the most hydrated I've ever been.
Plus, getting to do this campaign with my bestie? Yes please. We basically turned drinking flavored water into a party."
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Kendrick chimed in to highlight how the duo makes for the perfect ambassadors for the brand, because regular water isn't enough to reflect their personalities.
The effort doubles down on personality, turning hydration into a personality-driven moment.
By pairing real celebrity friendship with fizz-forward storytelling, Splash Refresher proves that a brand voice can be just as refreshing as the product itself.
A Sparkling Celebration of Friendship
Several short campaign films see the besties exchanging banter about how the beverage tastes.
In "Tastes Like Identity," the two compare Splash to having your identity stolen, but being told by a hot police officer that you'll get all your money back.
"Tastes Like Nugget" continues the extra-specific humor, with Wilson saying that it's better than finding a sixth nugget in your five-piece order.
Available now nationwide, Splash Refresher Sparkling Beverage expands the brand's portfolio beyond still offerings with four bold new flavors.
Kiwi Watermelon, Rocket Freeze, Blood Orange, and Black Cherry give customers a wide variety of choices, each free from sugar, calories, and artificial colors.
Alongside the commercials, the launch includes social activations and influencer collaborations.
The effort positions Splash Refresher as a bubbly challenger brand in the fast-growing functional beverage space, infused with pop culture relevance and Gen Z-friendly fizz.
Meanwhile, Kendrick and Wilson play up their signature banter to turn everyday hydration into a moment of indulgence — and a reminder that staying healthy doesn't have to be boring.
Meanwhile, back in January, "Schitt's Creek" star Annie Murphy reprised her own comedic role in a commercial for Sparkling Ice.
