• by Karlene Lukovitz  @KLmarketdaily, January 5, 2016

PepsiCo's Aquafina has teamed with E! on a marketing partnership for this year's Golden Globe Awards. 

E! produced a custom 30-second, red carpet-themed ad for the water brand that will air during E!'s "Live From the Red Carpet" broadcast leading up to the awards broadcast on Jan. 10.

The spot is an extension of Aquafina's "For Happy Bodies" campaign. Launched last June, the campaign features young adults and kids breaking into dance to dramatize experiencing "feel-good moments" after drinking Aquafina.

To film the 30-second spot, E! created a red carpet-simulation pop-up set at a busy intersection in Los Angeles (Hollywood and Highland). 

Some passersby who stopped to sample Aquafina got a big surprise: They were suddenly set upon by "paparazzi" (shown above) and interviewed by "E! News" correspondent Sibley Scoles — who asked them to do their own "happy body" dances, Linda Bethea, Aquafina’s senior director of brand marketing, tells Marketing Daily. 

In the days leading up to the awards, a teaser version of the spot is being featured on the E! network and on E!'s site, with a message encouraging fans to watch E's red-carpet coverage to see the full TV spot.

Both E! and Aquafina will be promoting the video on their social channels, and Scoles will tweet about the custom ad on her own account.

Aquafina will also provide samples during the InStyle after-party at this year's Golden Globes.

At last year's Golden Globes, Aquafina had a sampling presence on the red carpet.