Do men only like Smartwater as long as Jennifer Aniston is in the ads? It seems only when she is walking, talking and in color.
Smartwater was barely on men’s radar in the US until the release of Jennifer Aniston’s YouTube campaign in early March, which portrayed Aniston’s quest to make a viral video to promote the Glaceau product. Featuring a variety of YouTube memes, including the lip-syncer Keenan Cahill, cute animals, and the “double rainbow guy”, the video kicked-off a big perception rise among men all spring.
Smartwater’s impression score rose from -10 at the beginning of March—before the video was released—to nearly 28 at the end of April. The glorious two-month ride ended in May, however, and Smartwater, tumbled back down to pre-Aniston video levels over the course of the month despite previews of a black and white magazine ad campaign with Aniston. It remains to be seen whether Aniston’s new “topless” ad for the product—leaked at the beginning of June—will have any effect.
In the meanwhile, women’s perception of Smartwater has remained steady and healthy, unaffected by the Aniston ads and confirming the gender preference of the brand.
Smartwater was measured using YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive feeling about the brand?