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Coming This Summer Jennifer Aniston to Promote Coke's New Baby Smartwater Body by Electrolytes
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Following on the heels of Coke's purchase of Glaceau makers of smartwater and Vitamin Water, comes the announcement that Hollywood superstar, Jennifer Aniston will now be promoting smartwater. Coke is betting big on the star power and the electrolyte fortified bottled water.
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Aquafina and Dasani are the top players in the roughly $9 billion U.S. market for bottled water. However, it appears that smartwater is making a foray on the claim that its electrolytes and Jennifer Aniston's star power will climb the ranks.
Recently Aniston's cut a deal with Glaceau, the makers of smartwater and soon her picture will be plastered all the billboards across the U.S. Jennifer Aniston's perfect body attributed in to her exercise, diet and lifestyle which consists of yoga, cooking organic meals and walking. |
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"To us, Jennifer truly embodies what smartwater is all about as she combines substance and style like nobody else."
Rohan Oza, SVP of Marketing, smartwater.
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Jennifer Aniston (above) not only has a perfect female body, but incredible Hollywood star power. Coke hopes to cash in on her promoting smartwater this summer.
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The announcement to use Aniston follows the heels of last month's news where directors of the Coca-Cola Company approved the purchase of Glaceau, the maker of smartwater, Vitamin Water, and other brands for $4.2 billion in cash and Coke stock. Now it appears they are opening up their pocketbook and getting aggressive with their marketing.
Before this acquisition, PepsiCo's share of the noncarbonated beverage industry in the U.S. which includes bottled water, sports drinks and juice, was 50%. Coke's market share was only 23%, according to Beverage Digest.
Ostensibly Coke hopes to increase its market share of this burgeoning noncarbonated segment. Smartwater takes exercisers' hydration by bottled water, one step further in that it adds the electrolytes potassium and magnesium along with calcium but without the high glycemic index of something like Gatorade.
Aniston also recently became an investor in the company and is even getting actively involved in the business. As part of the partnership with smartwater, Aniston co-created a limited- edition smartwater label, which will be available in stores across the country this July.
She will also be starring in an upcoming advertising campaign for smartwater, shot by Mario Testino, which will be seen on billboards and print publications this summer. |
"We were thrilled that Jennifer discovered smartwater and realized what a difference it makes to her healthy lifestyle," said Rohan Oza, Senior Vice President of Marketing, smartwater. "To us, Jennifer truly embodies what smartwater is all about as she combines substance and style like nobody else."
Posted: 06/13/2007
Source: Glaceau
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