Water bottle brand Cirkul to make its Super Bowl debut

Popular water bottle brand Cirkul will be making its Super Bowl debut on Feb. 9. The company has been building up its share of the $1.4 billion insulated water bottle industry by differentiating with flavored cartridges and winning over Gen Z. Now, Cirkul is taking its hydration message to the masses with a 30-second spot that will air in the first quarter of the game. “It’s the perfect time for the brand to launch on a mass stage and what bigger platform than the Super Bowl,” said Steve Battista, a marketing veteran who worked for nearly two decades at Under Armour and joined Cirkul last year as chief marketing officer. Super Bowl commercials Tracking the latest brand and agency plans Enter here The 30-second spot will show comedic actor Adam Devine searching for Cirkul bottles for his real-life wife’s hydration needs, but his phone’s AI causes a memorable snafu. The brand teamed up with Devine last year after discovering he was already a fan. The ad was directed by Peter Berg. A longer 60-second version will air on digital channels. The ad was conceived by Cirkul co-founders Garrett Waggoner, who is CEO, and Andy Gay, who is chief brand officer. In addition to the in-game airing, Cirkul is planning to air the spot again after the game ends on Feb. 9. The company will bolster the TV effort on digital channels, Battista said. Media buying was handled internally. “Everyone needs to drink more water,” he added, noting that Cirkul appeals to all demographics for its added flavor enhancements, which keep beverages interesting. “If anyone complains of being bored of water, how can I make it more exciting more fun and that’s really what Cirkul does.” NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Tampa, Florida-based Cirkul, which was founded in 2018, has previously worked with MrBeast on collaborations; it was also named the official hydration partner of USA Swimming last summer. Until now, the brand has dabbled in linear TV but mainly relied on social and digital channels, along with in-person marketing at sporting events, Battista said, noting that such events have helped grow Cirkul’s loyal followers. Indeed, the brand has been making strides with consumers, even when up against other fast-growing water bottle brands such as Owala and Stanley. In 2023, 2.3% of U.S. consumers bought Cirkul products, an increase from 2022’s 1.3%, according to market research firm Numerator. Loading…

Water bottle brand Cirkul to make its Super Bowl debut

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