New York
NCS
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Smartwater is bringing one of many world’s most acquainted faces — and former friend — back to its advertisements.
Jennifer Aniston is as soon as once more the face of the electrolyte-infused water, rejoining the model following a five-year hiatus. The Coca-Cola-owned unit has re-signed the actress and entrepreneur to entice consideration to the practically 30-year-old Smartwater, which faces rising competitors from newer manufacturers.
Aniston first signed with Smartwater in 2007, shortly after Coca-Cola acquired the corporate, serving to it turn out to be the top-selling premium water model within the United States. Her memorable adverts turned a mainstay on tv and in shiny magazines.
Aniston will as soon as once more grip her trusty Smartwater in a international advert marketing campaign launching Tuesday that features adverts on TV, on-line, billboards and in print.
Since her exit from the model, competition for premium water has greatly increased as shoppers lower back on expensive purchases amid financial uncertainty. Smartwater is hoping the universally beloved star might assist refresh the model.
“The premium water segment’s declining a bit and likely driven by some macroeconomic trends that are going on right now,” stated Stacy Jackson, Coca-Cola’s vp of water and tea for North America.
But shoppers are nonetheless obsessive about hydration, and Smartwater gross sales have held regular. It’s the top-selling brand within the class with greenback gross sales rising 5% final yr to $1.4 billion.
Consumers nonetheless related Aniston with Smartwater regardless of her not being with the model since 2020 when her contract ended.
An A-lister for many years, she’s remained within the public eye lately, notably with the starring function within the Apple TV+ collection “The Morning Show” in addition to “Friends” streaming on Netflix, which launched her to a new technology of followers and additional bolstered her recognition.
That prompted Coca-Cola to rekindle discussions about a yr in the past.
“When we called her management company, her manager said, ‘Where have you guys been? What took you so long?’” stated Luke Perkins, group director of artistic technique at Coca-Cola, who described the partnership as “a real love affair.”
Aniston’s new two-year take care of Smartwater has her starring in adverts which are paying homage to its previous adverts. In the primary TV industrial, she’s on set and going through calls for from a director and takes a temporary respite to sip on a bottle of Smartwater.
Aniston “gets that clarity through that drink of water and that moment for herself,” Perkins informed NCS. “That’s our resolution: She’s the ace of this and we can all use a little bit of that”
In addition to posing with Smartwater’s flagship product, which accounts for 82% of its gross sales, Aniston will even promote the model’s alkaline-infused waters as nicely its newly launched 12-ounce aluminum cans.
Aniston stated in a press launch that “in my heart, this partnership never really ended,” including that the adverts are a “fun reminder that the smart choice is sometimes the simplest one, and how those choices can ultimately lead to greater well-being.”
The hype round hydration is driving the expansion of packaged water, in accordance to Kelsey Girard, Mintel’s senior foods and drinks analyst. Four in 10 shoppers report being extra targeted on hydration in contrast to a yr in the past.
“Hydration is an attainable health priority when budgets are tighter, yet increased education around the benefits of proper hydration is resonating, too,” Girard stated.
Replenishing the model
Aniston might assist Smartwater stand out in an more and more crowded market.
“Bringing in an asset like a Jennifer Aniston is going to help as we look to increase overall awareness of our brand and ensure we bring in new users to the category and then also ensure that the users that we already have become lifetime loyalists,” Jackson informed NCS.
Signing a celeb is en vogue with Smartwater’s opponents. Icelandic Glacial introduced final week it has enlisted dancer Julianne Hough to be its first-ever celeb spokesperson. Danone’s Evian final yr partnered with music producer Pharrell Williams to create customized bottles and a tennis-themed style assortment with the water model.
“Premium bottled water is an obvious place for consumers to cut back to manage higher grocery costs,” stated Duane Stanford, editor and writer of Beverage Digest. “Brands will look for ways to prove their value, in part by enticing consumers to act like the celebrities whose lifestyles they admire.”