Coca-Cola Enlists Gal Gadot to Help Boost SmartWater
has struck a promotional alliance with Gadot that will make her the beverage’s new ambassador. She will appear in video that will surface in social and digital outlets and be featured prominently in out-of-home media, including the famous Times Square sign in New York City. Later in the year, smartwater, which has typically relied on influencers and celebrity endorsements to augment its profile, will launch its first TV commercial.
Coke thinks smartwater fills a valuable niche that is set to grow. “What we have noticed is that the premium water consumer is drinking more water and is demanding more from water. They live busy lives and want to pursue well being as a balance to those lives,” says Li. “We really think this brand can be a mega brand, and have an offering for every hydration moment that comes into our lives – traveling, working out.
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