USA – The Coca-Cola Company’s Glacéau smartwater brand is launching 12-oz. aluminium cans adorned with a fresh visual design, aiming to resonate with consumers’ growing environmental consciousness while offering convenient hydration options for the spring and summer seasons.
The redesigned cans boast a sleek and elegant aesthetic, mirroring the brand’s signature bottle packaging with a consistent color palette and silver drop motifs.
Each variety is distinguished by a distinct background color – royal blue for the original smartwater and black for the alkaline variant with antioxidant properties.
By embracing aluminium cans, the brand seeks to align with the escalating consumer preference for non-plastic, sustainability-oriented packaging solutions without compromising on ease of use.
Initially, smartwater original and smartwater alkaline with antioxidant will be available in single 12-oz. cans and 8-packs across the United States, marking the debut of vapour-distilled water in individual cans, according to the company.
To herald the launch of the new packaging, a creative campaign is set to kick off in early May. This multi-channel campaign will utilize out-of-home, radio, and social/digital media platforms, featuring captivating visuals showcasing the new cans alongside catchy taglines like “taste & style”, “oh that’s smart”, and “still smart, just canned”. Additionally, in-store signage will encourage consumers to “crack, sip, refresh”.
Tiphanie Maronta, senior director of Brand Marketing at smartwater, underscored the brand’s commitment to anticipating consumer needs and evolving hydration trends, emphasizing the ongoing pursuit of smarter hydration solutions.
Sadie Ellison, senior brand manager at smartwater, highlighted the meticulous efforts invested in crafting the cans to ensure they stand out on shelves while seamlessly aligning with the brand’s visual identity.
Glacéau smartwater is a subsidiary of Energy Brands, which operates under The Coca-Cola Company umbrella.
In a related development, water brand Sansu recently partnered with TotalEnergies Corbion to explore a water bottle crafted from 100% Luminy PLA bioplastic, with embossed labeling.
This initiative aims to simplify the recycling process by creating a mono-material packaging solution.
Providing PLA with 20% and 30% allocated recycled content, TotalEnergies Corbion supplies a range of global customers.
Sansu plans to take the ‘bottle-to-bottle’ approach in a joint effort to encourage the implementation of Luminy PLA bioplastics, thus lowering reliance on carbon-intensive virgin plastics.
The agreement has been signed by Thomas Philipon, CEO of TotalEnergies Corbion, and Ji-Hoon Kim, CEO of Sansu.
It expects to complement the United Nations Sustainable Development Goal 17 by bringing companies together in pursuit of sustainable progress, namely environmental responsibility and circularity.
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