Smartwater aluminium cans launched

Coca-Cola brand smartwater is rolling out 12-oz. aluminium cans sporting a ‘fresh, sophisticated look’, the beverage giant announced.

smartwater original and smartwater alkaline with antioxidant will hit shelves across the United States in single 12-oz. cans—the first vapor-distilled water to hit the market in the format—and 8-packs alongside the trademark’s existing portfolio of bottled options. 

“smartwater has been dedicated to anticipating consumer needs and trends in hydration since first launching our vapor-distilled water in 1996,” said Tiphanie Maronta, Sr. Director of Brand Marketing. “We are always looking for smarter hydration solutions.” 

Aluminium cans are having a moment in the water category, as thirsty fans reach for convenient, eco-friendly packages. 

“As the leading premium water brand, we have a responsibility to constantly iterate, improve and meet consumers where they are,” said Sadie Ellison, senior brand manager, smartwater. 

“Today, that means ensuring we’re in a package that fits shifting trends as we head into the spring and summer seasons of socialising.”

Mirroring aesthetic, feature similarly sleek and designs. The original smartwater aluminum can showcases a silver drop against its royal blue background, while the alkaline with antioxidant can features a silver drop against a black base. 

Drawing upon smartwater’s stylishly simple-yet-impactful branding, the new cans render the brand’s signature color palette in a sleek, elegant design. 

“Our team worked tirelessly to ensure the cans would stand out on shelf while fitting seamlessly into our iconic smartwater trademark visual identity system,” Ellison added. “We looked at a few different versions to get the cans just right before ultimately landing on a fully dipped look, swapping the color drop for an inverse revealing the cans’ metallic finish.”   

A creative campaign dropping in early May will showcase minimalist, close-up images of the new packaging and key visuals across out-of-home, radio and social/digital media, with crisp copy such as “taste & style, “oh that’s smart” and “still smart, just canned.” In-store signage will invite shoppers to “crack, sip, refresh.”

Lost Password