Coca-Cola brand Smartwater is encouraging consumers to focus on wellness and hydration with their new line of premium water, Smartwater+. In their creative campaign starring new brand ambassador actress Gal Gadot, Smartwater+ highlights the way small choices can add up to make a big difference, ultimately enabling you to embrace what matters most to you.
The advanced Smartwater+ product innovation is being pitched as “a first-of-its-kind collection of premium waters designed to deliver a unique hydration experience that complements your wellness journey.” The three new product offerings are designed with key ingredients to ensure hydration of the mind, body, and spirit. Smartwater+ clarity boasts ginseng and green tea extracts to help you focus, Smartwater+ tranquility promises ashwagandha and tangerine extract to promote calmness, and Smartwater+ renew provides dandelion and lemon extracts for a moment of revitalization.
“We know hydration is just one small part of peoples’ wellness journeys and we are proud to offer a portfolio of Smartwater products that meets people’s changing hydration needs. We are excited for Smartwater fans to start seeing the new ad campaign that features our newest product: Smartwater+,” said Ulises Ramírez, Group Director of the Hydration Portfolio, North America Operating Unit at The Coca-Cola Company.
Consumption of bottled water is on the rise as consumers are opting for water in place of less healthy packaged drinks. The premium enhanced water category is a $2.3 billion segment of the market which Smartwater hopes will grow as consumers continue to prioritize health. Americans consumed over 14.4 billion gallons of bottled water in 2019 according to data from the Beverage Marketing Corporation. Bottled water sales also increased sharply during March 2020 when initial COVID-19 lockdowns hit communities across the US and consumers felt pressure to stockpile resources (Beverage Industry).
However, bottled water may fall out of fashion as more and more eco-conscious consumers are kicking one-time use plastic to the curb. To entice consumers, Smartwater has attached a beloved celebrity face to their product as the brand attempts to keep up with changing consumer behavior.
In addition to her role as Wonder Woman, Gal Gadot was tapped to be Smartwater’s ambassador in January 2020. Celina Li, Vice President of Water at Coca-Cola North America believes that Gadot “embodies what our consumer is looking for, and what Smartwater stands for. She takes a smart approach to well-being, physical, mental, across different moments of her life.” Gadot follows in the footsteps of Friends star Jennifer Aniston who served as the face of Smartwater for 12 years.
“Wellness is an essential part of my life,” said Gal Gadot, in a statement. “And though elements of my wellness routine have evolved over time, I’ve found that staying present and staying hydrated are the most important components of feeling my best. Smartwater+ helps me do just that, enhancing my journey every step of the way.”
Developed in partnership with 72andSunny, the new Smartwater+ creative campaign debuted on social media on April 19 and will air on linear TV and OTT media channels starting April 26.
