Glaceau smartwater’s major new Australian summer campaign stars Jennifer Aniston, who has been brought on board as brand ambassador.
Coca-Cola is continuing its commitment to the premium water category, with a new campaign featuring superstar Jennifer Aniston.
Following the successful launch of Glaceau smartwater in Australia earlier this year, Coca-Cola has committed a multi-million dollar investment behind the latest fully integrated marketing campaign to drive product awareness and trial over summer.
Targeted primarily at 20-39 year old females, a key theme of the campaign revolves around enjoying the summer season and hydration in style.
Aniston will be front and centre of the campaign, appearing across large format iconic out of home displays that include full wraps of Melbourne and Adelaide trams, as well as national billboards in high impact locations.
She will also be prominently featured in print, with partnership placements in premium women’s fashion, style and fitness magazines including Elle, Marie Claire, Women’s Healthand Harper’s Bazaar.
Gloria Young, brand manager, Glaceau smartwater, says: "We are excited to make a huge splash with Glaceau smartwater this summer, evidenced by the significant investment in this large multi-channel campaign. The premium, stylish and functional nature of the product will help us make a big impact in this category.
"It is such a thrill to be working with a global superstar like Jennifer Aniston, whose sophisticated and stylish image is a perfect fit for Glaceau smartwater's sleek look. Given her success as brand ambassador in other markets, where she appeals to both men and women, we are confident she will resonate with our target demographic in Australia and further drive brand recognition."
In addition to the Aniston creatives, the Glaceau smartwater summer campaign will also include stand alone and seasonal displays across out of home and in close proximity to stores.
