Albertsons taps TikTok to promote Soleil brand relaunch

Albertsons Cos. has relaunched its “carefree” Soleil Sparkling Water brand with an eye-catching new look — and it’s using uber-popular TikTok to promote it.

Boise, Idaho-based Albertsons said this week that it partnered with creative agency Library Collective in Los Angeles to tap into the Gen-Z internet culture to generate buzz in a “That’s a Soleil Vibe” marketing campaign. Some of TikTok’s most popular influencers have jumped on board, such as Sam Myerson, Sharlize True, Yai Ariza, Bree Kish, The Griffin Brothers and Chase Del Rosario.

Customers can also listen to Soleil’s original TikTok sound, “One I Need,” created by SNGL featuring 11:11, and the brand’s colorful, bold new packaging will include a scannable QR code that takes shoppers to Soleil’s curated Good Vibes playlist on Spotify.

“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,” Chad Coester, senior vice president of Own Brands at Albertsons Cos., said 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.”

Related:Albertsons’ Curtis Mann wins prestigious wine master award

The updated Soleil product line is now available at the grocer’s supermarkets nationwide, including banners such as Albertsons, Safeway, Jewel-Osco, Acme and Shaw’s.

Available in eight-can packages, the sparkling beverage comes in 15 flavors, including original, blood orange, peach, pineapple, tangerine, watermelon, raspberry lime, mango, lemon, lime, grapefruit, berry, cranberry raspberry, black cherry and cucumber melon. Soleil is made with carbonated water and natural flavors and doesn’t contain added sugars, sweeteners, artificial flavors, calories or sodium. The beverage is produced by Albertsons self-manufacturing teams at plants in California, Washington and Colorado.

The rollout marks the second refresh for the Soleil brand in just over a year. In May 2021, Albertsons announced a relaunch of the Soleil brand with four new flavors (mango, raspberry lime, tangerine and watermelon) plus special summer packaging with designs from globally renowned artists and the ability to unlock three Spotify playlists.

Overall, Albertsons Cos. operates more than 2,200 food an drug stores across 34 states and the District of Columbia under banners including Albertsons, Vons, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.

Related:Albertsons refreshes own-brand Soleil sparkling water