• by Danielle Oster , March 6, 2025

Waterloo Sparkling Water turned to the power of the jingle to promote its slate of new spring flavors, Ruby Red Tangerine and Guava Berry.

To help get the message across, the brand enlisted Taking Back Sunday vocalist Adam Lazzara for the campaign, a move seemingly designed to stoke millennial nostalgia. (The emo pop band’s major label debut, "Louder Now" debuted at the number two spot on the Billboard 100 chart in 2006.)

In the ad at the center of the campaign, Lazzara sings what begins as a sorrowful tune about the winter doldrums, while attempting to play guitar wearing mittens. Then he opens a fridge full of Waterloo’s new flavors, and the mood transforms as he’s able to hold “a bit of summer” in the palm of his hand. The brand, and Lazzara, lean on goofy humor that ramps up as the song continues.

The ad was posted yesterday across the brand’s own Instagram page, as well as pages for Lazzara and Taking Back Sunday – leading to over 2,700 likes across the three accounts.

 “Be sure to keep an eye on our social channels to see how friends of the brand who embody a full-flavor lifestyle are celebrating these new flavors,” Waterloo CMO Kathy Maurella said in a statement.

The new flavors are rolling out nationally, with major retailers carrying the line including Target, select Kroger divisions, Whole Foods, select Albertsons Safeway divisions, Aldi, Amazon, Walmart.com, Fresh Direct and Gopuff. The initial rollout will be followed by further distribution across select Costco locations in the spring.

Additional campaign elements supporting the launch include a series of social media activations from the brand, and mocktail recipes shared on its website.

Waterloo CEO Jason Shiver claimed in a statement that the brand had “the highest growth in market share, dollars sales, and distribution gains among the competitive set again in 2024 for the second straight year.”

"We continue to focus on what we do best -- differentiating our brand in a very competitive category, driving category growth for our retailer-partners, and creating excitement with new flavors among our current fans -- while also bringing millions of new consumers into the brand,” he added.