Smartwater, Coca-Cola’s premium hydration brand, has launched a new marketing campaign featuring longtime ambassador Jennifer Aniston, reigniting a partnership that playfully references the famous “we were on a break” line from the sitcom Friends. But beyond nostalgia, the campaign reflects a broader transformation at Coca-Cola: a deeper, data-driven approach to brand-building rooted in storytelling, cultural relevance, and artificial intelligence.
The campaign, created by WPP Open X and led by VML with contributions from Grey, Ogilvy New York, Publicis, and United Talent Agency, showcases behind-the-scenes style spots in 15- and 30-second formats. These will be broadcast across online video, OTT platforms, out-of-home billboards, audio channels, and social media. The objective is clear: to make Smartwater not just a drink, but a culturally resonant brand.
“We’ve started articulating this idea that a brand is a promise wrapped in an experience inside a memory,” said Shakir Moin, President of Marketing at Coca-Cola North America, echoing a sentiment that now drives the company’s evolving brand philosophy.
With Smartwater already present in 40% of American households, the goal is to tap into the remaining 60% by tailoring marketing strategies that are more granular and emotionally relevant. Aniston’s return is central to that effort, reviving a recognizable face associated with authenticity, style, and mass appeal.
A Cultural Strategy with a Personal Touch
The decision to reconnect with Aniston was rooted in cultural analysis. According to Moin, Coca-Cola closely monitors not just trends, but the motivations behind them. The resurgence of Friends during the COVID-19 pandemic and its lasting impact across generations made the timing ideal for a creative nod to the series.
“We’re constantly scanning culture,” Moin explained. “But we focus more on the ‘why’ than the ‘what.’ The ‘why’ tells us what really matters to people.”
From Mass Media to Precision Planning
Coca-Cola’s transformation also includes a radical rethinking of its media approach. Moving beyond generalized national strategies, Smartwater’s marketing plan is now custom-designed for specific audiences, guided by consumer segmentation and behavioral data. Different frequency, different messaging, and different creative executions are all adjusted depending on where and how consumers engage with the brand.
“It’s not just a U.S. plan anymore,” said Moin. “It’s a brand-led plan built to speak directly to individual segments across regions and platforms.”
AI at the Service of Creativity
While the new Smartwater campaign uses AI sparingly, the broader marketing strategy at Coca-Cola is increasingly shaped by generative artificial intelligence. From crafting creative briefs to visualizing concept mock-ups, AI is helping speed up the production process and reduce miscommunication between marketers and creatives.
“It used to be hit or miss,” Moin noted. “Now, with AI-generated visuals, everyone is looking at the same thing before the shoot even begins.”
Though Coca-Cola has faced scrutiny for its earlier AI-heavy campaigns, like last year’s polarizing Christmas ad, the company is taking a balanced stance.
“We’re excited about the spectrum of AI usage—not a full reliance, but also not ignoring it,” Moin added. “It’s about knowing when and how it adds value.”
A Future-Forward Legacy
As Coca-Cola modernizes its marketing toolbox, it is careful to maintain the emotional core of its brands. Smartwater’s latest campaign demonstrates how storytelling, celebrity endorsement, and technological innovation can coalesce into a strategy that speaks not just to taste, but to memory and meaning.
Whether consumers remember Aniston’s Smartwater ads from the late 2000s or are just discovering her connection to the brand, the message remains timeless: hydration, elevated with elegance—and a smile.
