smartwater sparkling launch
My team’s work with glacéau brands began with a few smaller-scale projects. We consistently over-delivered on expectations, and over several months were trusted with increasingly larger and more exciting opportunities in both scale and scope.
As the creative lead on all glacéau projects, I was trusted with some seriously cool brands like smartwater and vitaminwater, developing national launch campaign support for their latest brand extension: smartwater sparkling.
smartwater sparkling launch
My team’s work with glacéau brands began with a few smaller-scale projects. We consistently over-delivered on expectations, and over several months were trusted with increasingly larger and more exciting opportunities in both scale and scope.
As the creative lead on all glacéau projects, I was trusted with some seriously cool brands like smartwater and vitaminwater, developing national launch campaign support for their latest brand extension: smartwater sparkling.
Expressing the brand with purity
The unique challenge with this brand is to uphold the “less is more” philosophy above all else and distill every communication to its purest form:
- Visual purity: Every graphic element should either originate from or reinforce the logo, ensuring a clean and cohesive identity.
- Distilled copy: Copy should be ultra-streamlined, using only a few precisely chosen, hard-working words to convey wit, confidence, and a touch of humor—all while supporting the new product launch.
Expressing the brand with purity
The unique challenge with this brand is to uphold the “less is more” philosophy above all else and distill every communication to its purest form:
- Visual purity: Every graphic element should either originate from or reinforce the logo, ensuring a clean and cohesive identity.
- Distilled copy: Copy should be ultra-streamlined, using only a few precisely chosen, hard-working words to convey wit, confidence, and a touch of humor—all while supporting the new product launch.
Having worked on several campaigns together, we knew this client valued a creative team that explored widely—truly “leaving no stone unturned.”
With that in mind, I partnered closely with multiple writers on a highly iterative exploration of copy, testing dozens of directions that balanced brand voice, tone, and wit.
We landed early on “brand sparklin’ new”—a line that hit every brand criterion while remaining fresh, pithy, and memorable. With such a clear frontrunner, our challenge became presenting a diverse range of creative territories that demonstrate breadth and brand-savvy thinking, while strategically guiding the client toward the strongest concept.
The line ultimately became the hero of the campaign, anchoring the launch across multiple channels.
Having worked on several campaigns together, we knew this client valued a creative team that explored widely—truly “leaving no stone unturned.”
With that in mind, I partnered closely with multiple writers on a highly iterative exploration of copy, testing dozens of directions that balanced brand voice, tone, and wit.
We landed early on “brand sparklin’ new”—a line that hit every brand criterion while remaining fresh, pithy, and memorable. With such a clear frontrunner, our challenge became presenting a diverse range of creative territories that demonstrate breadth and brand-savvy thinking, while strategically guiding the client toward the strongest concept.
The line ultimately became the hero of the campaign, anchoring the launch across multiple channels.
This project was originally scoped for in-store POS—signage, shippers, and bottle tags—but it quickly proved to have the potential for a broader brand moment. Anticipating that opportunity, we proactively developed a few (ahem) extra mockups to demonstrate how the concept could extend seamlessly across digital and OOH channels.
What began as a retail brief evolved into a well-loved campaign for one of the creative team’s favorite brands—a project that showcased smartwater’s signature purity and wit while reinforcing our team’s ability to think beyond the brief and elevate a simple ask into a fully realized brand expression.
