Jennifer Aniston for Coca Cola smartwater

Coca-Cola’s Smartwater brand is the top-selling premium-priced water brand in the United States. Now, the beverage giant wants to ensure the brand retains its market-leading position.

This spring, the soda giant will unveil a new ad campaign starring actress Jennifer Aniston, who has served as a longstanding brand ambassador and has starred in Smartwater ads in the past. The campaign—which will run in print magazines, on digital and social platforms, but not on television—focuses on the brand’s “purity and clean taste,” Coke says. It features four “candid” Aniston moments, including a hike with her dog and while she’s walking on a red carpet. Of course, in both pictures, the Friends and Office Christmas Party star is depicted holding a bottle of Smartwater.

Coke’s (ko) decision to run new, high-profile Smartwater ads featuring a well-known celebrity comes as competition in the bottled water space heats up as more consumers gravitate to the category and away from sodas. Americans now drink more bottled water than soda—with companies like Coke, PepsiCo (pep), and Nestle (nestle-s-a) all looking to capitalize on that trend.