LAUNCHING THE FIRST WATER BRAND FOR THE MIND
Developed Coca-Cola’s consumer launch of glacéau smartwater. To grow the presence of the new bottled water into the £1.38bn category DH READY married the brand’s paradoxical DNA with emerging cultural trend analysis to discover a rich space for the brand to play. By positioning glacéau smartwater for the body and mind we created a central creative philosophy inspired by imagination, innovation and mindfulness. A through-the-line campaign rolled out featuring a pop-up collaboration with EENMAAL, the first one-person restaurant in the world for temporary disconnection; cultural partnerships with the School of Life and Psycle; interactive installations and influencer seeding of the the story and product.
Due to the overwhelming success of the launch Coca-Cola promoted glacéau smartwater to become a priority brand in their matrix for future business growth.