When every scroll competes for attention, even something as pure as sparkling water needs a new way to connect. Crystal Geyser Sparkling turned to OneTeam™—not to reinvent the product, but to reintroduce it. The challenge: Create a digital-first campaign that felt fresh using only existing brand assets. The answer? ASMR. By tapping into the sensory power of sound and subtle visuals, OneTeam crafted a story that audiences didn’t just watch—they experienced.
Wait—What’s ASMR?
ASMR stands for Autonomous Sensory Meridian Response—a calming, often tingling sensation triggered by specific sounds or visuals, like whispering, tapping, or the fizz of a sparkling beverage. In marketing, ASMR content is used to create immersive, sensory-driven experiences that engage audiences on a deeper, more emotional level.
By: Anna Frizzell, Marketing & Strategy Director, OneTeam™
The Challenge
Crystal Geyser Sparkling wanted to reach new audiences with a fresh, digital-first campaign that elevated their existing brand assets. The goal: communicate purity and refreshment while standing out in a saturated beverage market. Our challenge? Make water feel exciting—without changing a single drop.
Our Process
We tapped into the rising popularity of ASMR, where visuals, sound, and texture blend into immersive, sensory content. With minimal scripting, we let the product take center stage. We wrote, produced, and directed a visually rich video that leaned into the crispness of sound and the purity of Crystal Geyser Sparkling Water.
From the satisfying crack of a bottle opening to the slow-motion pour over ice, every frame was crafted to be immersive. We partnered with a sound designer to enhance tactile moments, creating a calming, hyper-real experience that makes viewers feel the refreshment. A neutral, soft color palette added to the sense of pause and purity, inviting a sensorial break in the feed.
The Result
The final piece aligned seamlessly with Crystal Geyser’s brand values and stood out on social media. Optimized for short-form viewing across paid and organic channels, it delivered strong engagement and resonated deeply with viewers. The positive response reinforced the power of combining sound and sight in digital storytelling.
Designed for today’s marketing leaders… collaborative, cross-functional, and obsessively results-driven. OneTeam™ brings over 35 years of combined expertise to the table, with a portfolio that spans some of the world’s most recognized names, not to mention more than 400 brands in wine, spirits, and consumer goods. We deliver across brand, digital, and performance to bring you strategic clarity, creative excellence, and measurable impact under one roof. We’re not just full service. We’re fully integrated.
