Smart Water

Smart Water’s strategy is to sell water using Jennifer Aniston’s sex appeal.

The ad fulfils several consumer needs; the most obvious being sexuality. The ad seems to say “if you have any hopes of looking like Jennifer, the smart choice is  Smart Water.” It gives the impression that by drinking Smart Water, you will become sexually attractive and have perfectly toned abs like Jennifer’s. The second need that this ad reflects is affiliation. It makes consumers feel like they can look, feel, or be like Jennifer Aniston if they drink the same water. If she thinks that the water tastes good, then it must! The copy reads “It’s hydration I can feel. And it’s one part of my routine I never sweat”, which shows security. If you drink Smart Water you won’t have to worry about staying hydrated (as if other waters won’t hydrate you).

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