Smartwater – which created the premium enhanced water category 25 years ago – is gearing up for a pivotal 2020 with its biggest-ever marketing push powered by new brand ambassador Gal Gadot.
The actress and businesswoman will promote smartwater’s expanding portfolio through a robust campaign spanning social, digital and out-of-home creative, including a takeover of the iconic Times Square sign in New York City. Later this year, smartwater will debut its first-ever TV commercial.
“Gal elevates the meaning of strength, beauty and balance on and off screen by bringing to life the smart, modern and innovative ethos of the brand,” said Celina Li, VP, Water, Coca‑Cola North America. “She’s the perfect partner to join us in smartwater’s newest chapter, which will be supported by the largest marketing and media investment in the brand’s history.”
Since making its debut in 1996, smartwater has redefined hydration from the inside out by combining vapor-distilled water with added electrolytes for taste and an iconic package. Now smartwater is solidifying its status as the only premium water megabrand by expanding its lineup with even more innovative offerings for all hydration occasions and need states.
“Americans today expect more than ever from premium water to support their pursuit of holistic wellbeing,” Li said. “We’re excited to kick off the year by strengthening smartwater’s category leadership with a full spectrum of premium hydration offerings.”
Building on the successful launches of smartwater alkaline and smartwater antioxidant – which drove the majority of the brand’s sales growth in 2019, the new enhanced offerings will expand to more package options this year.
Notably, smartwater also will enter the fastest-growing segment of premium water with the launch of smartwater still flavors. The new offerings were inspired by the growing popularity of lightly flavored, fruit-infused spa waters and will come in four different varieties – cucumber lime, watermelon mint, strawberry blackberry and pineapple kiwi.
“We were motivated by consumers adding fresh ingredients like cucumber and lime to their water and wanted to offer consumers the same elevated drinking experience in a bottle,” Li said.
Coca‑Cola North America is investing in the fast-growing packaged water business – which generated nearly as much retail growth in 2018 as all other nonalcoholic, ready-to-drink (NARTD) categories combined – through a robust portfolio of brands that also includes DASANI and Topo Chico. In March, the company will launch a new flavored, unsweetened sparkling water brand called AHA.
“Water is a primary example of how we are embracing a true total beverage company strategy by responding to evolving trends and tastes and going after growth opportunities we see,” said Shane Grant, president, Still Beverages Business Unit, Coca‑Cola North America.