No matter if you love a good sparkling water, or you think it’s the drink equivalent of TV static, we can all agree that Polar Seltzer has made a name for themselves over their 142 year long run. What they couldn’t predict at the conception of their brand back in 1882, was the need for social media marketing (to be fair, they wouldn’t even know what that is, but that’s beside the point.)
As a graphic designer and avid Polar Seltzer drinker (shoutout apple pomegranate), I have always made note of their use of fun patterns and designs for their special edition flavors. Their campaigns such as “Expedition: Flavor” have the opportunity to create excitement around the brand and their flavors. However, I have also noticed their lack of consistent posting on social media. Especially in comparison to competitors such as Bubly or LaCroix.
I conducted a thorough audit of all the social media platforms Polar is on; here’s what I found:
Instagram and Facebook
Username: @polarseltzer
Follower Count: 43.3k/37k
Average posts Per Week: 0-2
Post Types: Graphics/Motion Graphics
Engagement: None, Occasional Giveaway in Comments
Hashtags: #PolarSeltzer #SparklingWater #Seltzer #LimitedEdition
Note: Same exact posts across both platforms.
TikTok
Username: @drinkpolar
Follower Count: 910
Average posts Per Week: 4
Post Types: Videos, Motion Graphics
Engagement: Liking and responding to comments
Hashtags: #PolarSeltzer #Fun #Relatable #NewEngland #SparklingWater
X
Username: @polarseltzer
Follower Count: 8,783
Average posts Per Week: 0 (None since 2022)
Post Types: Graphics, Photos
Engagement: Customer service in comments
Hashtags: #PolarSeltzer #PolarJr #Seltzer #SparklingWater #SparklingSeltzer
Based on their social media usages, it looks like they have a habit of sending out a bunch of posts in a short period of time, and then going dormant for the next few months. Or they will resurface to post maybe once a month. While when they do post, they have great content and graphics, it falls short because of their lack of overall activity and engagement with their audience. Their posts are also not catered for their individual platforms. Each post on Instagram, Facebook, and X, is the same.
Because of their inconsistent posting schedule, Polar likely doesn’t have a strategic plan for their social media accounts which is something that stands out. They only post when they have a new campaign to promote which is usually surrounding their limited edition/seasonal flavors.
So, I took this chance to create a Polar Seltzer campaign focused on taking what they already have and enhancing it. With the campaign theme being “Combine the new with the old to create the here and now!”
What exactly does this mean? We don’t want to gut everything Polar has already done on their social media, but rather enhance it. So, that calls for us to combine the “old” classic flavors and campaigns with the “new” fresh flavors and campaigns to create “the here and now” that we live in!
Through researching target audiences, trending content, competing brands, and social media best practices (among many other things), I put together a social media campaign to help Polar’s social media presence “pop” while increasing engagement to their social media platforms and bringing awareness to their brand.
View my Polar Seltzer Social Media Campaign Here:
Madison Vale 
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