smartwater
alkaline release
Role
Social & Cultural Strategy
Year
2023
smartwater alkaline
THE OPPORTUNITY —
Despite being the overall category leader, smartwater was a challenger brand in the alkaline space. Losing market share to competitors, the premium water brand was seriously missing out in the premium segment.
In partnership with WPP OpenX, the bespoke agency for The Coca-Cola Company, we were tasked with reintroducing smartwater into the alkaline space.
THE CAMPAIGN —
elevate how you hydrate.
smartwater alkaline embodies this ethos. It’s elevated hydration - the only alkaline water enhanced with selenium - to help support active lifestyles. because it’s only when you’re prepared to live live & move at your best, that you can get more out of life.
that’s keeping it smart.
keg giveaway
THE ACTIVATION —
alongside his anthem spot, Pete Davidson teamed up with smartwater to give away 30 mini kegs, signed by Pete - each of which comes with a certificate of authenticity, AirPods Pros and an Apple Watch to help consumers elevate their hydration game.
THE RESULT —
10M+ impressions
35K+ engagements
50%+ positive sentiment compared to benchmark
the 9.5 club
THE MOMENT —
to promote smartwater alkaline, we launched the 9.5 club, the ultimate combination of fitness and social, with Steve Aoki and lead instructor Kupah James.
designed to be highly shareworthy, the event featured the right balance of amazing experience, incredible content, and social reach. garnering thousands of earned impressions and a cake thrown at TikTok star, Blake Gray by none other than Aoki himself.
THE RESULT —
100K+ earned impressions
10K+ organic impressions
361+ new followers