SPLASH WATER
#SplashSummerVibe
The various flavors of Splash Water featured in the #SplashSummerVibe TikTok campaign in summer 2022.
THE PRODUCT
Splash Water is a formerly Nestlé, now Blue Triton, flavored water beverage that comes in two varieties: Blast and Fizz. Older consumers may remember the first iteration of Nestlé Splash– this product is a kind of new resurgance.
THE BRIEF
- Get TikTok users to take their content to the next level by getting them to “Flavor Up” their videos with a Splash Water branded effect.
- Visual effects can mimic the aesthetic of Nicky Davis’ art in Splash’s recent TV spot.
- Campaign should utilize a Hashtag Challenge & Branded Effect duo.
- Drive awareness of Splash Blast / Fizz among Zillennials (Younger Millennials & Gen Z)
- Garner engagement with a new, playful branded effect that solicits UGC with positive self-expression.
- Drive relevancy & cool factor with engaging content (which should incorporate product into the storyline and follow the theme of positive self-expression).
- Unlock shopping opportunities where relevant / applicable.
- Drive awareness of Splash Blast among Boomers (the original Splash Blast consumer), with a potential to focus on health benefits for this audience.
Screenshots of artist Nicky Davis from Splash’s TV spot
THE PROPOSALS
Atmospheric Effect: Making a splash
A colorful, underwater, Splash water world will have a lot practical application for those who want to take advantage of TikTok’s creative tools.
Colorful water splashes, swirls of bubbles, and explosions of color associated with Splash’s flavors will reflect the cool refreshing feeling of the product. It will also incorporate other specific pieces of Splash visual branding and cute Nicky Davis characters associated with the four flavors of Splash Fizz: Raspberry Blackberry, Lemonade, Blood Orange, Black Cherry– perfect for users looking to make fun, summer-y content.
Colorful water splashes, swirls of bubbles, and explosions of color associated with Splash’s flavors will reflect the cool refreshing feeling of the product. It will also incorporate other specific pieces of Splash visual branding and cute Nicky Davis characters associated with the four flavors of Splash Fizz: Raspberry Blackberry, Lemonade, Blood Orange, Black Cherry– perfect for users looking to make fun, summer-y content.
Branded effect visuals moodboard, designed by me
Color Splash Effect: The epitome of “levelling up”
Hand trigger effect logic mockup, designed by me
Transitions are the bread and butter of TikTok content– an evergreen formula for fun, digestible videos with wide appeal. TikTok users are always looking for new and creative ways to take their “before & after” content to the next level.
With a hand trigger, teeing up the before and after couldn’t be easier, and amping up technicolor will make the stark difference between the two even more apparent.
When the effect is triggered, not only does the color and patterns get turned up to eleven, but Splash’s visual branding and Nicky Davis’ Splash Water characters will come to life on the screen, really getting to the core of Splash Water’ fun and joyful world.
With a hand trigger, teeing up the before and after couldn’t be easier, and amping up technicolor will make the stark difference between the two even more apparent.
When the effect is triggered, not only does the color and patterns get turned up to eleven, but Splash’s visual branding and Nicky Davis’ Splash Water characters will come to life on the screen, really getting to the core of Splash Water’ fun and joyful world.
Branded effect transition moodboard, designed by me
Splash Graffiti Treatment: Incorporating Splash Water’s visual branding
With transitions being the bread and butter of successful TikTok formats, we’d loved to create and effect that work for a good “before” and “after”. We’ll utilize Splash’s unique visual design in this effect by giving the user an opportunity to add the fun, lively green graffiti to their own videos. We’ll have a green spray paint streak circle around the subject of the video (see the first example), accumulating into a celebratory paint explosion, leaving a green graffiti word above the user’s head (see second example). Users will be able to input their own short text to the top of their video in the style of “SPLASH” (with restriction on language and character number) to match whatever their video. (ie: “PARTY”, “JADED”, “PUMPED”, or even just their TikTok handle)
Branded effect text treatment mockup, designed by me
THE RESULTS
The #SplashSummerVibe Branded Effect and Hashtag Challenge
This $703k activation included a Hashtag Challenge and Branded Effect that ended up taking elements from all three proposed concepts to create a fun, energetic Branded Effect that not only introduces you to the fun flavors of Splash Fizz, but also reveals your summer vibe for the rest of the summer.
This effect starts with a black and white filter and splashy green screen background. The user initiates the effect with a hand trigger: When they open their palm, a water splash emerges, along with Splash Fizz branding. Slowly, the video turns to full color, with bubbles and fruit filling the screen. Finally, the user’s result is revealed– above their head appears their “summer vibe”, with every option based on a different Splash Fizz flavor, complete with a bouncy Nicky Davis character to represent it.
The result was not only colroful and engaging, but it kept users curious until the end, wanting to hear something about themselves, with product features seamlessly woven in.
