SMARTWATER

UNLOCKING WHAT SMART MEANS TO LAUNCH A GAME CHANGING CHALLENGER BRAND

What we loved

Unpacking and codifying ‘smart’ as both a water and a philosophy, to connect with the early adopter mindset and shake up the stale h20 market

How we got there

We found a commonality between our water (and how it is made) and smart thinking (and how it is best demonstrated). We did this in order to align our company values and processes with our audiences values and processes. It allows us to become a badge brand for consumers, underserved by innovative water brands. Aka something they’d be proud to drink.

The opportunity was in the process. To be truly smart, you need to take something complicated and distill it to its purest form. This is a commonality in how we improve our water and how smart people are able to synthesise and simplify complicated processes to succeed in their lives. As the famous quote goes: “any fool can make things more complicated, it takes a genius to move in the other direction”. Our big idea – Life Distilled – was based on this principle. 

WHAT IT CHANGED

Ran out of product in the first 6 weeks of the campaign.

Took smartwater from ‘new entrant’ to #3 brand in the UK within 3 years.