The Coca-Cola Company tasked Exposure to launch glacéau smartwater, the brand’s first bottled water in 10 years, to the UK market. As the best selling bottled water in the US, the benchmark was set high. To get the nation reaching for the bottle, we needed to create mass awareness and dial up the drink’s overarching point of difference: smart because it’s made that way.
Our target millennial audience look to be informed by the brands they follow. We created a smartwater launch that did just that by championing innovation, imagination and mindfulness.
We distributed the product to a 100 smart places and spaces to get the product into the hands of influencers who would drive credibility and organically advocate smartwater. An engaging social media strategy and content generation earned media ahead of the launch. The launch itself brought to life the smartwater philosophy by hosting expert-led sessions offering smart ways to live life: yoga classes, smartmind and smartbody sessions, water tasting and hydration talks. UK ambassador, Kylie Minogue, fronted the campaign and raised its profile.
By emphasising the glacéau smart philosophy, we ensured the relevance of the message which engaged Millenials. The product became something to accompany and enhance a smart lifestyle and this message travelled well.
Coverage spanned print and online media – including The Daily Mirror, Hello Magazine, The Sun and Daily Mail Online – with a combined circulation of 4,000,000. Testimony to the strength and success of the launch is its influence on wider Coca-Cola communications strategy: partner activations rolled out across its wider territories.