Bringing smartwater’s new visual identity to life

Making a splash

Viral Nation developed an immersive and unforgettable experiential marketing campaign aptly named #TheDrop. The goal was to position smartwater as fresh, trendy, and buzz-worthy, while also telling a compelling story about its new visual identity.

We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.

We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.

First, we designed an eye-catching, modified truck emblazoned with smartwater’s new branding, which pulled triple duty as a moving billboard, pop-up on wheels, and the perfect backdrop for selfies. But the real magic happened inside the truck, where visitors beat the heat with a refreshing mist inspired by smartwater’s unique vapor-distillation process.

Then, we enlisted the help of over 43 top influencers to create organic social media content to help bring smartwater’s new look to life.

We also recruited a talented group of local artists from each city, who customized attendees’ smartwater bottles with personalized art on-site that doubled as memorable keepsakes.

We didn’t forget about the influencers either – they received a limited-release swag box that included a branded fanny pack, bucket hat, and a pair of Apple AirPods or Apple Watch, in addition to a free bottle of smartwater.

All of these elements combined to create a truly unforgettable experience that captured imaginations and inspired consumers to see smartwater in a completely new way.