“We are really thrilled to partner with [Gadot]. She has taken a ‘Smartwater approach’ to her well-being, and she is a great partner to bring our brand to life,” Li added, saying Gadot will appear in various marketing materials throughout the year.
The Gadot partnership is the latest and perhaps most noteworthy in a growing list of high-profile talent deals the brand has struck with celebrities. Last year, Smartwater enlisted NBA All-Star Ben Simmons to hype its then-new antioxidant and alkaline water varieties, which are both promoted with an emphasis on athletic performance.
Smartwater’s marketing plans for 2020 run the gamut of advertising methods for its various products, says Mike McGarry, the group director of Integrated Marketing Content for Coca-Cola’s still beverage portfolio.
This year, Smartwater will look to experiential, social, digital and out-of-home ads, among others, to promote its new and original offerings. The brand also plans to air its inaugural TV commercial later this year, McGarry confirmed.
The Smartwater brand accounts for roughly one-third of Coca-Cola’s North American water sales and two-thirds of the category’s growth, with the beverage giant continuing to cash in on H2O (in March, CCNA will release Aha, a new sparkling water label to compete with PepsiCo’s Bubly).