NEW YORK — Actress Jennifer Aniston takes the spotlight in a new promotional campaign for Coca-Cola Co.’s smartwater vapor-distilled water beverage brand.
The company said Tuesday that Aniston, smartwater’s longtime brand ambassador, will be featured in the smartwater’s “up, up, up” campaign, which launches this week and includes print and out-of-home advertising nationwide.
The campaign pictures wide open skies to illustrate feelings of optimism and clarity while including four images that show the role of smartwater as a companion in everyday moments of progress in Aniston’s life. She is shown “inspired and motivated” walking on to set, traveling to meetings and pitching ideas, the company said.
“At smartwater, we believe that success doesn’t happen in a single moment. In the same way that smartwater is water inspired by the clouds, we want to inspire consumers and help to elevate their everyday journeys,” stated Caroline Kibler, director of smartwater. “Great things happen little by little, sip by sip … up, up, up.”
In addition to ads in lifestyle magazines and out of home in markets such as New York City, Miami and Los Angeles, the campaign will run throughout the summer via events and partnerships, as well as digital and social media activations, the company said.
“We are all on some sort of journey, and it’s those little moments of inspiration that help us to move forward,” commented Guy Duncan, group director of integrated marketing content. “This campaign captures Jennifer Aniston’s ‘up moments,’ whether it’s walking on to set or running to meetings, she takes a moment to get inspired and focused with a sip of smartwater.”