Coca-Cola’s smartwater launches canned water as demand for convenience rises

Smartwater original and smartwater alkaline with antioxidant have been available on US shelves starting this week, marking “the first” vapor-distilled water to hit the market in the format. The cans are available in eight-packs alongside the trademark’s existing portfolio of bottled options.

Tiphanie Maronta, the company’s senior director for Brand Marketing, says: “Smartwater has been dedicated to anticipating consumer needs and trends in hydration since first launching our vapor-distilled water in 1996. We are always looking for smarter hydration solutions.”

Aluminum cans are “having a moment” in the water category, as consumers demand convenient and eco-friendly packages, asserts the company.

The original smartwater aluminum can showcases a silver drop against its royal blue background, while the alkaline with antioxidant can features a silver drop against a black base. The new cans render the brand’s signature color palette in a sleek, elegant design, according to the brand.

A creative campaign available from early May will showcase minimalist, close-up images of the new packaging and key visuals across out-of-home, radio and social media, with copy such as “taste & style, “oh that’s smart” and “still smart, just canned.” In-store signage will invite shoppers to “crack, sip, refresh.”

The launch of the aluminum cans follows the rollout of smartwater alkaline with antioxidant in March 2023. The product features a 9.5 pH level, a “unique” electrolyte blend and selenium — an antioxidant that supports post-workout muscle — to complement active, high-performance lifestyles.

Food Ingredients First