smartwater sparkling launch
Over several months of working on glaceau® brands, we experienced organic growth, earning project opportunities of increasing scale and scope. As the creative lead on all glaceau® work, I touched some seriously cool brands like smartwater, vitaminwater, and developed the national launch campaign and shopper program for their newest brand: smartwater sparkling.
Expressing the brand with purity
The unique challenge with this brand is to hold “less is more” above all and strive to distill each communication to its most pure elements:
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- Visual purity: Any graphic element should be derived from, or reinforce the logo.
- Distilled copy: Should be ultra-streamlined using only a few very hard-working words to convey wit, confidence, a sense of humor, and, of course, a new product launch.
- Visual purity: Any graphic element should be derived from, or reinforce the logo.
I worked closely with multiple writers to present the clients with a thorough exploration of copy. We had an early hit with “brand sparklin’ new” and the challenge was to present new options while strongly recommending our clear favorite.
This project was originally scoped as in-store POS including signage, shippers, and bottle tags but we had great clients who loved the work and the creative was pushed out to various OOH and digital ads.
CW credit: M. Lee
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