The U.S. Coca-Cola Company has announced the launch of its Smartwater bottled water in a new presentation: a 12-ounce aluminum can. This new version has a modern design and provides an improved consumer experience.
As of this week, the different presentations of Smartwater, both the original and the alkaline with antioxidant, are now available on the shelves. This steam distilled water is the first to reach the market in this format.
The eight-packs of cans are already on the market and add to the brand’s bottled options, expanding the portfolio of products available to consumers.
According to Tiphanie Maronta, Smartwater’s senior director of brand marketing, since introducing steam-distilled water in 1996, the company has been at the forefront of meeting needs and following trends in hydration. They are always looking for more innovative solutions to keep their consumers hydrated.
It is worth mentioning that aluminum containers are booming in the water category due to consumer demand for practical and environmentally friendly containers.
SmartWater purified water is obtained through the steam distillation process. This water comes in a modern and elegant presentation in the form of a can for a more convenient and practical way to consume it.
Cans to the rescue
According to a company statement, the design of the original Smartwater aluminum container has a silver drop on a royal blue background, while the can with alkaline content and antioxidants has a silver drop on a black background.
The cans feature the brand’s typical range of colors in a practical and sophisticated design. To achieve this, the brand team went to great lengths to ensure that the cans integrated seamlessly with the brand’s recognizable smart visual identity system.
The advertising strategy will feature simple, close-up images of the new packaging, as well as important visual elements in outdoor, radio and digital advertising.
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