In 2014, we launched glacéau smartwater in the UK. The launch – with its yoga sessions, healthy living lectures and live filtration demonstrations – gave consumers and press such a complete view of the smartwater ‘smart living’ ethos that the brand needed to create a new, groundbreaking moment on which to re-hang the brand messages and celebrate its smart approach to life.
Constantly bombarded with healthy living information, and with such busy, ever-connected lives, the target fast and curious target audience is hard to reach. We created a lunchtime pop-up dining space in partnership with Eenmaal – the world’s first solo dining restaurant – and invited Londoners to reclaim their lunch breaks by integrating a moment of respite into their hectic schedules.
The experience afforded Londoners, prone to ‘al desco’ dining, some smart downtime. By championing a moment of temporary disconnection during the working day, we reinvigorated and re-amplified the glacéau ‘smart living’ message.
The glacéau smartwater X Eenmaal pop-up reached 62,272,680 people internationally through PR alone; and had a combined reach on Twitter and Instagram of 1,617,098.