Despite being the #1 premium bottled water in the country, smartwater® had significantly lower awareness levels than key competitors in the space. Research showed that smartwater had high conversion rates from awareness to trial to loyalty, so we knew there was an opportunity to grow the brand by driving awareness of the product and highlighting its point of difference from other brands. We tapped long-time smartwater partner, Jennifer Aniston, and created a video touting the attributes of the brand. This wasn’t your typical brand video, with Jennifer enlisting the help of several internet superstars to make the video “go virus!” With appearances by Keenan Cahill, Double Rainbow Guy, a skateboarding bulldog and three “internet nerds” .