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The year was 1996.
A health craze was sweeping America.
Gyms were packed, vitamin supplements were sold out, and everyone was drinking bottled water.
Americans were turning away from soft drinks.
Tap water was also on the decline.
Bottled water was in.
A startup named Glacéau was about to change the game.
They developed a seven-step purification process, adding a splash of minerals to every ounce of water.
Ice Mountain Spring Water had arrived.
When Glacéau launched Ice Mountain in 1996, they knew they were onto something special.
It was the smoothest, cleanest water on the market.
Within months, Ice Mountain was popping up in trendy cafes and health food stores—gaining a loyal cult following.
Two years later, Glacéau decided on a rebrand—Ice Mountain became Smartwater.
As the millennium arrived, the history of Smartwater would dominate the bottled water market.
In the late 1990s, Glacéau invented Ice Mountain Spring Water.
The water brand was unique for its vapor-distillation process and added electrolytes.
The old name didn’t quite hit the mark for its unique selling proposition.
So in 1998, Glacéau rebranded it to Smartwater in order to show the science and innovation behind the water.
The name change was appealing to health-conscious shoppers.
Calling the product “smart” implied it was an intelligent choice that differentiated the brands from other bottled waters.
The rebranding proved successful.
Over the next decade, Smartwater grew its market share and brand awareness.
Smartwater became the leader in the premium water segment.
Riding high on several years of surging demand, Smartwater looked north of the border.
In 2001, Smartwater rolled out across Canada, leveraging its position as America’s number-one premium water brand.
Smartwater expanded into major Canadian cities like Toronto and Vancouver to target stylish, on-the-go professionals.
This would help the brand expand to other countries soon after.
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As the premium bottled water category became increasingly crowded, Smartwater went out looking for its first celebrity endorsement.
In 2008, Smartwater signed actress Jennifer Aniston as its first global brand ambassador.
Aniston’s likable persona and all-American charm made her an ideal fit.
The actress was featured in colorful advertising campaigns that gave Smartwater a touch of Hollywood glamor.
The partnership helped with Smartwater’s growth and built an association between the brand and health-conscious celebrity culture.
By 2016, Smartwater was one of America’s five best-selling bottled waters.
In the late 2010s, the bottled water market was competitive, with household names like Dasani, Aquafina and Poland Spring holding top spots.
Thanks to its differentiated purification process, sleek packaging, and savvy marketing, Smartwater broke through the noise.
The Coca-Cola Company made one of its largest acquisitions ever, purchasing Glacéau, for $4.9 billion, in 2017.
This deal brought Glacéau brands like Smartwater and Vitaminwater into the Coca-Cola family.
The acquisition demonstrated the breakout success of Smartwater.
Teaming with Coca-Cola gave Smartwater the vast distribution, resources, and marketing of the cola giant.
Smartwater enjoyed a tremendous 12-year run with actress Jennifer Aniston as its brand ambassador.
However, the brand looked for a new celebrity to connect with a new generation.
So in 2020, Smartwater teamed up with the rising star, Gal Gadot.
Israeli actress Gadot has come to fame in recent years via blockbusters like Wonder Woman.
With her athleticism, worldliness, and championing of female empowerment, Gadot was the perfect face for Smartwater.
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In 2022, on the heels of naming Gal Gadot its ambassador, Smartwater also appointed the young superstar Zendaya as a brand ambassador.
The 26-year-old Zendaya brought her 83 million Instagram followers to Smartwater.
With Zendaya, Smartwater launched its “Smart Solutions: Global Water Challenge” campaign.
The campaign aimed to fund community projects that provided access to high-quality drinking water worldwide.
As of late 2023, Smartwater continues to lead the premium bottled water industry.
The brand has come a long way since its humble beginnings in 1996.
Smartwater now sits atop the purified water market with $1 billion in annual sales.
Even with tough new competition like Voss, Essentia, and Core Hydration, Smartwater continues to outpace its rivals.
The brand frequently releases new bottle sizes, flavors, and formulations that balance science and style.
Nearly 30 years since its founding, Smartwater’s formula of sleek packaging, electrolyte-enhanced purification, and brand ambassadors keeps the business growing.
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