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Reading: Glaceau Smartwater Launches Major Summer Campaign Fronted By Jennifer Aniston
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B&T > Advertising > Glaceau Smartwater Launches Major Summer Campaign Fronted By Jennifer Aniston
Advertising

Glaceau Smartwater Launches Major Summer Campaign Fronted By Jennifer Aniston

Staff Writers
Published on: 6th December 2016 at 9:41 AM
Staff Writers
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Coca-Cola South Pacific has today announced details of Glaceau smartwater’s major new Australian summer campaign, fronted by Jennifer Aniston who has been brought on board as brand ambassador.

Off the back of huge global success in the US and UK markets, the campaign reflects Coca-Cola’s commitment to the premium water category, leveraging a significant marketing opportunity to drive category value over the summer period.

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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 Health and Harper’s Bazaar.

Gloria Young, brand manager, Glaceau smartwater, said: “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 contextually relevant seasonal displays across out of home and in close proximity to stores, with messaging that reflects the brand’s stylish and playful nature. Its unique qualities will be explained via a digital video that brings the process of vapour distillation to life, educating consumers on the ‘smart’ way that nature purifies water for a clean, crisp taste.

Product trial will be driven through one of Coca-Cola’s largest ever sampling programs in Australia. Glaceau smartwater has partnered with Westfield to activate targeted sampling at selected NSW and VIC Westfield shopping centres, getting in front of their target audience as they do their Christmas and New Year shopping.

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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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