
“This is the biggest year for Smartwater since the launch,” says Celina Li, VP of Water for Coca-Cola North America.
Founded in 1996, Smartwater long offered just one product: its classic, unflavored premium still water. But since 2015, the brand has debuted sparkling, flavored, and alkaline and antioxidant-infused variants in a trend that follows the beverage industry’s recent innovative streak.
“Consumers are drinking more water, but are also demanding more from their water,” Li says, noting a sales boom for “functional” beverages.
In the spot, which was also cut into a 15-second version, Gadot’s only reprieve from a hectic street scene is to take a sip of Pineapple Kiwi Smartwater. “Take a moment … to be in the moment,” she says, slowing time as she drinks.
“We are really thrilled to partner with [Gadot]. She has taken a ‘Smartwater approach’ to her well-being, and she is a great partner to bring our brand to life,” Li added, saying Gadot will appear in various marketing materials throughout the year.
“We are really thrilled to partner with [Gadot]. She has taken a ‘Smartwater approach’ to her well-being, and she is a great partner to bring our brand to life,” Li added, saying Gadot will appear in various marketing materials throughout the year.
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– AD CAMPAIGNS & MORE > COCA-COLA’S SMARTWATER > PHOTOSHOOT #1



