If ever there is a time to work smarter, not harder, it’s the summer. And if there’s anyone who personifies that ethos, it’s Pete Davidson, who has built a persona of casual friendliness and relaxed rules of engagement.
The Coca-Cola-owned brand’s new summer campaign features the comedian and actor in-person and in a robot form that is essentially a smartwater dispenser with a tablet that Davidson can communicate through. The premise behind the campaign is to enable Davidson to be in two places – on a film set and in a relaxing locale – at the same time.
“Summer is here and like anyone, Pete wants to spend his time making the most of it,” said Stacy Jackson, vice president of the water and tea category at The Coca-Cola Company. “Enter, robopete. Robopete means less time working, and more time enjoying his summer with smartwater.
The campaign, which features a 30-second spot, as well as 15-second cut-downs and 6-second iterations for social media, is meant to tap into the relatable element of wanting to enjoy summer, but begin faced with an inability to do it all, Jackson said.
“We’re hoping from this campaign that consumers are encouraged to keep living smart and are able to do so while making the most out of their summer – with smartwater, of course,” Jackson said. “Summer months bring an increased emphasis on hydration and our goal is to inspire consumers to reach for smartwater.”
Davidson has been a spokesperson for the brand since 2021. His affable public persona brings “a new point of view” to the brand’s “keep it smart” messaging than the brand’s previous spokespeople or even its other current brand ambassador, Zendaya, Jackson said.
“Pete gives us permission to be more irreverent and playful,” she said. “He emulates a fresh, comedic and genuine nature that allows us to be wildly creative in each of our campaigns and resonates with our target audience through his undeniable humor and honesty.”
The new “Robopete” campaign will begin airing on television, audio, social and streaming channels beginning May 1 and will run throughout the summer.
