Smartwater has always celebrated those who do things better—smarter. For the Paris 2024 Olympics, Smartwater partnered with VML to support athletes pushing the boundaries of their sports while showcasing the brand on a global stage. The result? A limited-edition gold aluminum bottle that honored the athletes’ achievements, aligned with sustainability mandates, and captured the attention of millions worldwide.
Gold Bottles
How smartwater became the hydration champion of the Paris 2024 Olympics with a bespoke, sustainable innovation
Klant
- The Coca-Cola Company
Since its founding, Smartwater has been synonymous with elevating the everyday through smarter choices. With the Paris 2024 Olympics, Smartwater saw an opportunity to expand its global presence and connect with audiences by supporting athletes who embody the brand’s ethos of striving for excellence.
However, this wasn’t without challenges. The Opening Ceremony—a multi-hour, highly televised event held on the River Seine—presented a unique opportunity to showcase the brand. But strict International Olympic Committee (IOC) sustainability guidelines prohibited the use of plastic or glass bottles. Smartwater needed to create a standout solution that would not only hydrate athletes but also resonate with their Olympic journey—all while adhering to sustainability requirements.
Smartwater approached the challenge with innovation and simplicity, creating a limited-edition gold aluminum bottle inspired by the athletes’ glowing spirit and the iconic Olympic medals. This bespoke design retained Smartwater’s signature aluminum aesthetic, featuring the iconic blue droplet at its center, but elevated it with a luxurious gold finish.
The bottle was more than just functional—it became a cherished keepsake for athletes, symbolizing their achievements. Designed specifically for the Opening Ceremony, the bottle seamlessly blended utility, sustainability, and prestige, ensuring it stood out in the hands of Olympians during one of the most-watched events of the year.
To amplify the impact of the gold bottle, Smartwater and VML implemented a multi-faceted strategy:
- Athlete-Centric Design: The gold aluminum bottle was designed as a premium accessory for athletes, ensuring it complemented their moment in the spotlight while meeting IOC sustainability mandates.
- Earned Media Leverage: Knowing the Opening Ceremony would be extensively covered by press and news outlets, Smartwater strategically positioned the bottle to gain free coverage. Every athlete seen holding the bottle contributed to organic visibility for the brand.
- Consumer Engagement: Post-event, Smartwater extended the campaign by launching a social-driven competition on the International Olympic Committee’s website. Fans could win autographed gold bottles from Olympic athletes, creating deeper consumer interaction and lasting brand resonance.
- Retail Collaborations: Smartwater partnered with Walmart and China’s Sam’s Club to bring the exclusive bottles to consumers. A targeted eCommerce activation resulted in 1,050 single bottles selling out within just 48 hours, driving significant value for Walmart’s hydration category.
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