Does Crystal Light's Ad Campaign Hold Water?

A new campaign by Crystal Light highlights that it offers consumers more... water.

Yes, water.

Kraft will soon debut its latest Crystal Light commercial featuring svelte actresses enjoying different aquatic activities as a narrator says, “Our bodies crave water, and women who drink Crystal Light drink 20 percent more of it.”

The NY Times reports that the campaign's goal is to attract health-conscious, calorie-counting women who are looking for new ways to hydrate themselves.

“We make drinking water more enjoyable and therefore help women drink more of it,” said Roxanne Bernstein, director of marketing for powdered beverages at Kraft."

Crystal Light provided a boost for Kraft in 2004 by offering single-serve packets of the sugarless drink mix. The individual packets contained the perfect amount to be mixed with a bottle of water -- at a time when bottled water sales were peaking.

The campaign also uses print and online advertisements that feature Crystal Light's new slogan: “Water your body.” Additional marketing efforts include a health-themed insert that will be slipped into People magazine's January issue that focuses solely on Crystal Light. There are 30 pages of ads in total. Kraft has been involved in a similar sponsorship with the publication for several years, but those ads showcased various Kraft brands. This year's collaboration is the first time an issue will be dedicated to a single brand.

Kraft has experienced backlash from women concerned about the mix's ingredients, yet this marketing scheme does not address those concerns. Rather, Crystal Light hopes that consumers will focus on the health benefits of water, and not necessarily the contents of its artificial sweetener.