smartwater®, in partnership with longstanding collaborator Jennifer Aniston, has launched a new campaign that cleverly leverages nostalgia while reinforcing the brand's core message of simple, smart living. The activation spans multiple platforms, including Times Square billboards, streaming content, and social media.
smartwater®'s new marketing initiative boasts a humorous approach, featuring Jennifer Aniston in mock behind-the-scenes footage debating how to promote the water brand. The approach effectively capitalizes on both her comedic timing and the public's familiarity with the 18-year collaboration between the actress and the water brand.
smartwater® and Jennifer Aniston playfully referencing their enduring relationship with the tagline 'We were never on a break' — a nod to the celebrity's cultural legacy — the contemporary brand creates an immediate connection with consumers who have grown up with both the actress and the product.