The popular bottled water brand has new packaging and brand identity.
“Over the years the portfolio has grown with new flavors, innovations and variants. Unfortunately, this also led to an overloaded design and a cluttered appearance that made smartwater lose its unique distinction and premium feel.” according to a BVD agency post on the rebranding. “The request was to revitalize the smartwater brand and regain its position as being the unique original and preferred premium choice.”
Glaceau Smartwater (more commonly known as Smartwater) is a brand of distilled bottled water made by Energy Brands. It was introduced in the United States in 1996, in 2014 in the UK, and in 2018 in India.
It is currently one of the top five bottled water brands in the United States, having sold around $830 million in bottled water sales in 2017. Beyond the US, UK, and India however, Smartwater is also sold in numerous countries such as Russia, Australia, Canada, the Middle East, and Brazil.
What sets Smartwater from other bottled water brands is their incorporation of electrolytes into their products.
Beyond ordinary distilled water, Smartwater also launched various flavored bottled waters and even launched a line of sparkling flavored waters in 2017, which includes flavors like Green Apple, Berry & Kiwi, and Lemon. In 2020, they added more flavors such as Watermelon Mint, Cucumber Lime, and Pineapple Kiwi. In 2019, Smartwater launched its alkaline and antioxidant variations