Founded in 2021, Mirth Sparkling Water faces the same uphill challenges that many small start-ups in the food industry face. Without the mass brand-recognition of LaCroix or the hipster fame of Topo Chico, how can a new sparkling water compete?

With only 15-30 calories per can, natural flavors, and colorful emoji-based can designs, it’s evident that Mirth is a beverage for a young, hip, and healthy clientele. The “Pop Off” campaign appeals to that demographic across media with a refreshing campaign based on candid moments in the lives of some ideal Mirth customers. Whether on building-size billboards, or in a paid promotion slot on Pinterest or Instagram, the images in the campaign feature bright, inviting and fun photos of models in their in-between moments before they hit the runway or step onto the photoshoot set. They are radiant, fashionable, and having fun in a goofy and approachable way. Not only do the images glamorously embody the product name — Mirth, which is defined as “(noun) /mərTH/ amusement, especially as expressed in laughter” — they also present an ideal and aspirational lifestyle that seems attainable with just a few sips of the product.

The campaign line “Pop Off” has multiple functions. The sparkling water is a great alternative to soda, and sparkling beverages are referred to in many places as ‘pop.’ It also offers an additional layer of appeal for fashionable young people since the phrase “Pop Off” is commonly used as a compliment on social media to mean that someone looks good or is seen as being successful and attractive in a desirable way.

// Fall 2022 // Term 01