Were they ever on a break? While Ross and Rachel might have debated that infamous question on television, Jennifer Aniston and smartwater were never on a break. In this new campaign for The Coca-Cola Company’s flagship global water brand, the pair showcase how simple choices never go out of style.
Water is more than just a convenient beverage. With bottled water, flavor and function influence people’s choices. Although the general consumer is not waxing poetic like a water sommelier, the reality is that people are thoughtful when it comes to making that purchase.
With smartwater, the beverage brand has always made flavor and function a priority. Long before people’s lifestyle choices guided everything in the shopping cart, smartwater introduced consumers to the benefits of enhanced hydration and crisp taste in the water category. Packaged in sleek bottles, each sip made a statement to anyone who was looking.
Part of that image was Jennifer Aniston’s collaboration. In 2007, Aniston was named the brand’s global ambassador. Her role defined the beverage brand’s role within the industry. It was more than just water, it was smartwater.
With the new Aniston campaign, the concept goes back to what made the brand a household name. Smart, simple, and thoughtful choices do not have to be complicated.
As Shakir Moin, President, Marketing, North America, commented “Jennifer embodies everything smartwater stands for: great taste, effortless style, and intentional living. She’s an inspiration to all, and we are excited to mark a new era in this partnership we’ve cultivated over the years with this new campaign.”
The new campaign takes a humorous approach to the pop culture conversations that fill people’s feeds. In a world full of complicated, multi-layered, or muddled topics, getting to the simple, straightforward solution is often right within reach.
While the campaign is a fun way to remind people about smartwater and its approach to hydration, there is more than just liquid to be discussed. The beverage brand has found ways to adapt and stay relevant in the crowded market. One way is with the aluminum can option.
Although the current economic environment has complicated the aluminum can conversation, it is vital for water companies to offer this market segment. From the recycle aspect to the taste, many people prefer to skip the single-use plastic for another option that fits within their lifestyle choices.
Again, it is another way that smartwater understands that the beverage drunk is more than just a quick grab of whatever bottle is close on the shelf. It is one of several parts of a lifestyle that contributes to overall well-being.
For anyone who was a “break” from smartwater, it is time to start another chapter of celebrating life’s simple, thoughtful choices. Sometimes the smart ones were always right within reach.
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