Watch Cirkul’s Super Bowl spot—including a giveaway

Cirkul is including a giveaway as part of its first Super Bowl ad. The popular water bottle brand known for its flavored pouches released its 30-second Big Game spot on Thursday morning, and it includes thousands of free starter kits. The commercial shows actor Adam Devine as he forgets to pick up Cirkul for his real-life wife Chloe, and the grocery store is out of pouches. In his search, he inadvertently orders 100,000 packs through his phone. “America, Cirkul just delivered Adam’s orders. One could be yours—seriously, check your front door,” a voiceover says. The spot, directed by Peter Berg, will air in the first quarter of the game. Cirkul released the ad, which was created internally, on its YouTube channel with text noting that the 100,000 packages will be distributed during the game on Feb. 9. Consumers can go to DrinkCirkul.com and opt in to the giveaway, and recipients will be selected at random, a spokeswoman said. The brand’s field marketing team and Gridwise, a delivery assistant app, will distribute the packs nationwide on Sunday between 4:30 p.m. and 6:30 p.m. EST. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Earlier this year, Cirkul Chief Marketing Officer Steve Battista told Ad Age that the Tampa, Florida-based brand, founded in 2018, felt the time was right for a Super Bowl ad as Cirkul gains more mass appeal. Cirkul differentiates itself from water bottle competitors such as Owala and Stanley through its flavors, which include combinations such as strawberry kiwi and fruit punch. Cirkul began teasing the campaign yesterday. It posted a music video of Devine singing a song about hydration that seemed like something his “Workaholics” character would create. “Oh, yum yum, stay hydrated,” he croons in the trippy video, which was posted on both his and Cirkul’s social media channels. View this post on Instagram A post shared by Adam Devine (@adamdevine)

Watch Cirkul’s Super Bowl spot—including a giveaway

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