The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Author

By Kendra Barnett, Associate Editor

February 28, 2023 | 3 min read

The bottled water brand has tapped athletes, influencers and, of course, Pete Davidson, to build awareness about its new alkaline water with antioxidants.

Smartwater, the popular Coca-Cola-owned bottled water brand, today launched a multichannel ad campaign for its new Smartwater Alkaline with Antioxidant.

Developed in partnership with WPP OpenX, led by VMLY&R, the campaign includes two anthem spots.

In one, dubbed ‘Same Kid,’ SNL star Pete Davidson reprises his role as spokesperson for the brand and taps into his roots as mama’s boy from Staten Island. He wants everyone to know he’s the same kid he’s always been – just a little fancier, like Smartwater Alkaline with Antioxidant, which includes added selenium for extra antioxidants and features an elevate pH level of 9.5+. The spot even stars Davidson’s mom, who he famously adores.

To add to the fun, Smartwater plans to give away 30 Smartwater Alkaline with Antioxidant mini kegs signed by Pete Davidson – each of which comes with a certificate of authenticity. Social media content developed to promote the sweepstakes sees Davidson offering advice and answering questions about how consumers can elevate their own lives.

Another spot, ‘Elevate How you Hydrate,’ brings together a group of celebrated athletes and fitness gurus. Alex Toussaint, a Peloton instructor with a cult following, joins BMX athlete Nigel Sylvester and British track star turned Olympic gold medalist Bianca Williams in a high-energy, movement-focused ad encouraging active consumers to switch to Smartwater Alkaline with Antioxidant.

The team behind the effort is confident in its approach. “We came up with a simple, memorable platform in ‘Elevate How you Hydrate.’ From that point on, we set out to elevate everything – from the quality of our product photography, to literally elevating our talent off the ground,” Kyle Gracey, group creative director at VMLY&R tells The Drum.

The films will have staggered releases, with ‘Elevate How you Hydrate’ hitting the market today and ‘Same Kid’ debuting March 6. Both ads are set to run throughout the spring.

Beyond the two films – which will appear on linear TV as well as streaming channels – the campaign will include both paid and owned traditional and digital advertising placements, including out-of-home and Spotify audio.

For more, sign up for The Drum’s daily US newsletter here.

Creative Glacéau Smartwater US Creative Works

More from Creative

View all