Water. So pure. So clear. So boring.
So when smaterwater wanted to stand out in an over-saturated market, we went with a guy no one saw coming—Pete Davidson—to remind people to keep living smart.
The once-king of regrettable decisions, a seemingly smarter Pete was the perfect update to a brand that was a little…too perfect.
With a full 360 TVC, cinema, radio, and social campaign, the media went nuts. So did his fans.
Results:
1.3 billion impressions
160+ press placements
147% increase in social conversation
+15% sales over previous summer
1 very silly blooper reel:
ACD/CW: Garrett Musar
ACD/AD: Chad Ford
CD/AD: Jennifer Farquharson
CCO: Noel Cottrell