Following the launch of the”green” low-calorie soda Coca-Cola Life in the UK last week, the company is introducing another new product for health-conscious British consumers—a bottled vaporised water brand glacéau smartwater. The launch is supported with a “multi-million pound” marketing campaign (figures are not disclosed) and features a 45-year-old American actress Jennifer Aniston as the ‘face’ and the brand’s spokesperson in the UK.
UK will be the first market in Europe for the premium glacéau smartwater — the first commercial water product in the UK made using a method of vapour distillation, due to which a combination of electrolytes is added through the process of evaporation, condensation and precipitation.
The marketing campaign for the brand includes TV commercial, developed by Circus Maximus and shot by director Tim Brown at Stink, an outdoor exposure across 4500 ad spots in the country, as well as social-media campaign with massive activity on Twitter and Instagram.
The £1.38bn UK bottled water category has grown +6% year on year in 2013 and is forecast to increase by a further 8% over the next three years, according to ZenithOptimedia.