SmartWater encourages People to ‘Preserve Residing Sensible’
In SmartWater’s post-pandemic campaign, comedian and actor Pete Davidson will commemorate the very first Rehydration Day
As Americans prepared for the most anticipated July 4th vacation in years, SmartWater reminds you in good time to “live smartly”, while after a year and a half of lockdown you venture out into the world.
And the brand gets a little help from an unexpected spokesperson – comedian, writer, actor, and producer Pete Davidson. The Keep Living Smart platform launched on July 5th, where SmartWater commemorated the very first Rehydration Day by helping the country recover after the holidays and get back on its feet for the remainder of the summer. The brand will be tapping kegs filled with SmartWater for pop-up rehydration events on Jones Beach in New York and Santa Monica Pier near Los Angeles.
“As a leader in the fast-growing premium hydration category, we wanted to do a bold, extraordinary act that invites fans to live a little smarter,” said Ulises Ramírez, group director, hydration portfolio for the North America Operating Unit by The Coca-Cola Company.
“COVID has challenged everyone to adapt and adapt – and make smarter decisions – and we believe this July 4th will feel very different. People call it the reopening of America and they hope this is a signal that life is getting back to normal, so we saw an opportunity to create a fun cultural moment. “
The Keep Living Smart campaign will extend into the fall with creative Davidson content, including TV, social, digital and audio content.
“Let’s face it, this summer is a wild one and I’m here for that,” said Davidson. “But I’ll continue to live smart and stay hydrated to get my urine as clear as possible on rehydration day, and so should you. That’s why I’m so excited about working with SmartWater. “
The brand will continue to work with actress Gal Gadot and professional basketball player Ben Simmons to promote their rapidly growing portfolio of premium hydration options, which now includes Smartwater +, SmartWater Alkaline and SmartWater Antioxidant.
“Pete was very vocal about his personal development,” said Ramírez. “And as a brand that stands for self-confidently going your own way, we see ourselves in him. He’s a cheerful, good-natured, upright guy who is just trying to learn from his past and live smarter, and we are honored to be a part of his journey. We see Pete as an easy-going and relatable embodiment of SmartWater’s belief that it’s not about dealing with convention, but about making decisions that are right for you. “
Since the growth of the premium water category 2.3 billion in the brand.
“We will build on the momentum we see by challenging ourselves to redefine what SmartWater stands for in refreshingly relatable ways,” said Ramírez. “Everything we do with the brand in 2021 will be based on inspiration for smarter decisions.”
Ramírez concluded, “SmartWater has never been a prescriptive brand … we’ve always had a sense of humor and wanted to make our fans smile. And there is no better way to make you smile than to acknowledge that we can all make questionable decisions from time to time, then turn back and make smarter decisions. “
