Smart Water


We made SmartWater a household name.

SmartWater was a relative newcomer to the already-crowded water category. They asked KraftWorks to create a brand awareness campaign that would elevate their brand above the
rest and ultimately increase sales.

It was a big ask but we knew the best way for them to really make a splash was to enlist star power and deliver a message that spoke to their market’s thirst for a healthy, premium lifestyle
and not just a sip of water.

Who better to represent the fresh, sophisticated and smart consumer than Jennifer Aniston and Tom Brady?


The year the Aniston and Brady programs launched, SmartWater saw a 56% increase in volume. And 8 years after, Anniston remains the SmartWater brand ambassador, now considered the most recognizable water brand in the US.