Ads take cues from 1940s-era art deco posters that were commonly used to plug travel destinations and Champagne brands. The animated 15-second TV spot shows a woman diving into a pool where she swims with a mermaid. U.K.-based artist David Doran created visuals for the campaign.
The campaign comes as SpikedSeltzer tries to beat back competition from a plethora of brands crowding the alcoholic seltzer category that Shields created.
SpikeSeltzer, while still growing strong, has been surpassed in sales by some of the copycats, including White Claw Hard Seltzer by Mark Anthony Brands, known for Mike's Hard Lemonade; and Truly Spiked & Sparkling by Sam Adams-maker Boston Beer Co., according to retail sales data from IRI. MillerCoors is also in the game with Henry's Hard Sparkling Water, which debuted early last year and is backed with a new national campaign that began this month.