Coca-Cola Enterprises (CCE) has called upon an old friend to be the face of its Glaceau Smartwater in the UK.
Actress Jennifer Aniston will front a new campaign to bring CCE's premium bottled water to British shores. She will provide the voiceover for a TV commercial while also star in the outdoor and digital campaign. Ms Aniston is already the brand's spokeswoman in the US and will continue in her role as CCE expands into the UK.
Glaceau Smartwater was officially launched in London last week with Australian pop star Kylie Minogue attending the event at the Dairy Art Centre. CCE's decision to bring its premium bottled water to the UK will see further investment in its factory in Morpeth, Northumberland. The north-east factory already produces Schweppes Abbey Well water and CCE will be spending a further £3.5 million to roll out in new bottled water.
Pete Smith, operations director at CCE Morpeth, said: “Morpeth has a strong history of producing high quality water for consumers across Great Britain and we are proud that the first bottles of Glacaau Smartwater to be introduced to the European market are being made here.
"At CCE we are committed to supporting local manufacturing and the investment in our staff, as well as new equipment at the site, reflects that dedication."
CCE has targeted the UK as the nation's bottled water category is growing at a steady pace. Recent figures showed a six per cent increase year-on-year in the £1.38 billion industry and this is expected to grow even further in the future. It represents an ideal opportunity for CCE to invest in a growing market.
Glaceau Smartwater was first launched in the US in 1996 but has been growing in popularity and has become the leading premium of water brand across the pond. CCE is now focusing on bringing it to the UK and Europe in the coming years.