What stands behind the image of Smart Water? Is it just a hydrating, low calorie beverage... or something more? Jennifer Aniston has been the face of Smart Water ads lately, which focus on the chic and stylish celebrity in casual situations with one important addition, Smart Water. This ad caught my eye because the unique layout of the ad that seperates it from its competitors. Most water and sports drink industries focus on hydration and performance, while this ad focuses on success and style. Jennifer Aniston is smart, successful, healthy, and beautiful. Consumers may think that whatever she is doing, or drinking, is working. However, not just any water will do. Smart Water is the key ingredient.
This ad states, "good taste travels well", meaning multiple interpretations. Jennifer Aniston could embody what most people define as chic and stylish, and if she is traveling well, then she is traveling with Smart Water. This could be reversed with the Smart Water representing the good taste, as a purified, healthy beverage, traveling well with the high class celebrity. The brand doesn't necessarily represent "just water", but a timeless, stylish beverage that encompasses success and intelligence in a simplistic manner. By keeping the water bottle in color, the ad keeps the product as the main focus.
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