Coca-Cola’s Smartwater will substantially ramp up its public presence this year with its biggest-ever marketing push featuring new brand ambassador Gal Gadot, the Israeli actress.
The brand push, which will include 24-year-old Smartwater’s first television commercial, comes as the Coca-Cola brand and competitors compete to differentiate themselves in the enhanced water -- AKA hydration -- category.
Gadot is best known for her movie roles as Wonder Woman, including the upcoming release of “Wonder Woman 1984.” A former Miss Israel at age 18, she went on to serve two years in the Israel Defense Forces as a fitness/combat readiness instructor.
“She’s the perfect partner to join us in Smartwater’s newest chapter, which will be the largest marketing and media investment in the brand’s history,” Coca-Cola North America vice president of water Celina Li said in a news release.
The actress and businesswoman will promote Smartwater’s expanding portfolio through digital, social and out-of-home creative, including a takeover of the Times Square sign in New York City that began today. Later this year, Smartwater will debut its first-ever TV commercial ,but the company hasn’t indicated when it will air..
For roughly a decade, Jennifer Aniston has been the face of Smartwater in both domestic and global campaigns, having signed on with the brand in 2007.
Overseas, Smartwater has used brand ambassadors including Indian actor and actress Rana Daggubati and Radhika Apte in video spots like this one.
Last spring, Smartwater debuted its first flavored offerings: Sparkling Strawberry Blood Orange, Sparkling Fuji Apple Pear and Sparking Raspberry Rose.
In March, Coca-Cola will launch a new flavored, unsweetened sparkling water brand called AHA, replacing Dasani Sparkling in retail stores. AHA will contain neither sugar nor sodium, but two of its flavors will have added caffeine. It will be the first major brand launch in a decade for Coca-Cola North America.