“Bottled Water is bad.” That’s the message most environmentalists have been trying to spread for many years. The plastic packaging hurts the environment as well as the beverage itself. Most bottled waters are no better for you than filtered tap – in fact, some bottled water is nothing but purified tap water. But you’ve heard all this before.
It seems that in the wake of environmentalist efforts, bottled water companies are desperate to save their brands, and out of that desperation comes advertisements that make this everyday commodity – you guessed it – sexy. Sexy celebrities could probably sell snow to an Eskimo. (If you’re lost, please, read on…)
Jennifer Aniston and Tom Brady – Smart Water
Actress, Jennifer Aniston has been a spokesperson for Glaceau’s Smart Water since 2007. In her most recent ad, she bares her tight stomach, (apparently a result of yoga) but denies to the press the rumors that she has been on a baby food diet. Smart Water, then, is the assumed culprit – giving the brand a sexy, healthy lifestyle image.
New England Patriots quarterback Tom Brady joined Aniston in the Smart Water campaign in the same year, adding his muscular build to the brand’s image. This was a Smart move (pun intended) on the part of Glaceau, as the electrolyte-enhanced water presumably eases muscle fatigue in athletes.
In 2004, Glaceau named a Vitamin Water Flavor – “Formula 50” – after rapper, 50 Cent, who, in addition to being a shareholder, personally endorsed the brand. Later, when Coca-Cola bought the drink in 2007, 50 made over a million on the deal.
With Vitamin Water Focus, Kelly Clarkson soon joined 50 Cent as another artist to have a flavor created with her name on it, followed by Carrie Underwood with Vitamin Water Energy. But it wasn’t enough to stop at these two American Idols. Ellen DeGeneres’ endorsement of Vitamin Water Zero became apparent when she joined the judge panel this past season, as the Glaceau brand replaced the judges’ famous, red, Coca-Cola cups during Hollywood week.
Rumor has it Justin Bieber’s favorite bottled drink is Vitamin Water. There is even a Facebook page titled, “I Now Like Vitamin Water Because of Justin Bieber.” (Never mind that it only has twelve “Likes”…)
Mark Wahlberg endorses this high performance sports water in a commercial that features him in the middle of an intense workout. Recently, Wahlberg teamed up with IZOD and AquaHydrate in a strategic marketing partnership to promote the brands through the IZOD IndyCar Series.
Twilight Actress, Ashley Greene, endorses SoBe Lifewater in an ad that features her wearing nothing but body paint. The photo shoot was featured in a February edition of Sports Illustrated earlier this year.
Sylvester Stallone and Donald Trump – Sly Water and Trump Ice
Both Sylvester Stallone and Donald Trump were among the first to launch their very own brands of bottled water – Sly Water and Trump Ice – back in 2006. Today, however, Sly Water is no longer listed as part of the Glacia Nova product line, and the website for Trump Ice water is no longer active. Sorry guys – I guess you’re just not what the media considers “sexy” anymore.