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Friday 05 September, 2014


glacéau smartwater announces major marketing campaign

Coca-Cola Enterprises today announced Jennifer Aniston will play a leading role in premium bottled water glacéau smartwater’s UK launch campaign, following the brands high profile London launch event last week.

The actress is already the brand’s spokesperson in the United States and will provide the voiceover for the TVC and feature in the OOH and digital campaign.

The UK is the first market in Europe to launch the product, following strong success in the US becoming the market leading premium bottled water brand.    

The £1.38bn UK bottled water category, has grown +6% year on year[i] and is forecast to increase by a further 8% over the next three years[ii]. Coca-Cola Enterprises aims to drive growth in rapidly growing category in this market.

glacéau smartwater is targeting the UK’s millions of bottled water drinkers and is looking to make an immediate impact with young professionals; the group are heavy bottled water consumers due to a fast paced lifestyle juggling work, entrepreneurial and social activities.

The Autumn campaign includes:

  • A new TVC.  glacéau smartwater is inspired by clouds and the new TVC takes the viewer on an imaginative and whimsical journey.

  • A high profile OOH campaign will go live over 4500 sites, including some of the most iconic advertising spots in the UK.

  • glacéau smartwater is also leveraging social and digital media, launching Twitter and Instagram feeds.

Nick Canney, VP Sales & Marketing at Coca-Cola Enterprises, said:

“Bottled water is a key growth sector for our customers and a marketing campaign of this scale will help to drive widespread consumer awareness of the launch of glacéau smartwater. The brand has become the number one premium water in the US[1] and we hope we can build on that here in GB.

“This year we have invested heavily in bringing innovative new products to the market to grow the soft drinks category in a sustainable way. glacéau smartwater forms part of this ongoing programme of investment, providing our customers with a brand that offers shoppers choice, value for money and is clearly differentiated from other products on the market.”

ENDS

Notes to editors:

About glacéau smartwater

glacéau smartwater is the first ever bottled water brand in GB to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process.   A combination of electrolytes is then added (a blend of magnesium, calcium and potassium compounds) resulting in a taste that’s distinctly crisp, clean and fresh. glacéau smartwater is available in 600ml and 850ml bottles from a wide range of outlets including; supermarkets, independent retailers and key on the go partners – so there’s no excuse for not picking up a bottle.

About Coca-Cola Enterprises:

Coca-Cola Enterprises, Inc. is one of the world's largest independent Coca-Cola bottlers.  CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs some 4,000 people across England, Scotland and Wales at manufacturing sites, offices and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

CCE makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser and Capri-Sun.

For more information contact Zoe Turton on zoe.turton@citypress.co.uk / 0121 314 4196

 


 

[1] Nielsen 2013



[i] Canadean estimates 2014

[ii] Zenith International forecasts published Oct 2013

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