Ian Morano 11 December 2013 Professor Bruce English 301 SmartWater This past ul!

" SmartWater hire# ennifer $niston to be the face of their ne%est a#&ertisement" initiall! surfacing on E' (e%s )nline* In the foregroun# of the a#&ertisement lies ennifer $niston" in her clean %hite sheets an# matching spaghetti strap shirt* $s the e!e #rin+s in the a#&ertisement" it shifts focus to the bac+groun# of the a#" %hich #epicts $niston,s penthouse &ie% of the partl! clou#! s+!* The color use in the a#&ertisement is no coinci#ence" as the %hites an# blues clearl! mimic Smart%ater,s pac+aging* Within the a#&ertisement the subtle te-t states " ./oo+ up to the clou#s" that0s %here %e foun# the inspiration for SmartWater" &apor1#istille# purit! 2ust li+e the clou#s*. $niston" %ho has been a long time cultural s!mbol of beaut! an# purit!" perfectl! embo#ies SmartWater,s beliefs an# pro#uct* /oo+ing at the a# %ithout an! other information" SmartWater uses color an# $niston,s image to help sell their bran# image an# pro#uct* The a#&ertisement is mostl! %hite %hich is associate# %ith cleanliness an# purit!* The secon#ar! color are the sha#es of blue %hich are +no%n to calm an# soothe* The imager! is po%erful an# e&o+es these emotions that SmartWater belie&es are s!non!mous %ith its pro#uct* The! belie&e that their pro#uct an# inspiration set them apart from other %ater bran#s such as $rro%hea#" Dasani" E&ian" etc*

http344%%%*eonline*com4eol5images4Entire5Site420136104rs5760-38911309101138211 102:*$niston*mh*091013*2pg

This is SmartWater0s %a! of #ifferentiating themsel&es from other %ater bran#s* Surel!" %hen %e thin+ of %ater" %e thin+ of something refreshing or h!#rating" but SmartWater is going be!on# that here* SmartWater is selling more than 2ust a bottle of %ater" the!,re selling an image an# using $niston to sell it* She0s :: !ears ol# an# loo+s li+e she hasn,t age# a #a! since her superstar#om in the earl! ;<0s* The E' $rticle states" .If SmartWater ma+es !ou loo+ li+e this" %e0re rea#! to consi#er getting a lifetime suppl!* ennifer $niston0s latest a# for her SmartWater campaign has been officiall! un&eile#" an# no surprise the ::1!ear1ol# star loo+s stunning* /ounging in be# %hile %earing a simple %hite tan+" $niston clutches her SmartWater %ith her perfectl! manicure# fingertips" loo+ing absolutel! angelic against the blue1s+! bac+#rop*. =Toome!>* $niston,s abilit! to retain her image of !outh reiterates her belie&abilit! as a

spo+es%oman of the pro#uct" an# e?uall! represents the belie&e# benefits of #rin+ing SmartWater* SmartWater un#erstan#s to#a!,s health conscious culture an# specificall! targets this #emographic* Their compan! pro#uct strateg!" as %ell as their process of pro#ucing their pro#uct" =%hich sets them apart from other bottlers the in#ustr!> is one of the main reasons the a#&ertisement #irection =@on #er Aei#t" 2011> an# use of $niston are so belie&able* The article also states" .Aer piercing blue e!es pop against the bac+groun#" %hich is sprin+le# %ith small %hite clou#s" %hile her signature long loc+s loo+ lo&el! in a straight an# rela-e# st!le*B =Toome!>* The #escription of $niston here helps mirror $niston,s image to the o&erall bran# image of SmartWater* The a#&ertisement is simple" SmartWater %ants to promote a fresh an# !oung feel for their %ater* $lso consi#ering that this is their first color campaign instea# of their usual blac+ an# %hite" the! ha&e un#erstoo# that the! are ta+ing the proper steps in climbing the la##er for their success b! not gi&ing e&er!thing the! got e&er! time* This is merel! all part of their plan* $nother plus to their campaign is that ennifer $niston #oes actuall! #rin+ SmartWater in real life* .$niston #oes in#ee# regularl! guCCle SmartWater an# cre#its health! habits li+e that for her super fit figure an# glo%ing s+in*. The fact that she #oes #rin+ SmartWater an# happens to be a health! figure goes be!on# the a#&ertisement* Its li&ing proof that catches some people" an# that0s be!on# SmartWater0s purpose an# message as %ell* The article en#e# %ith ennifer $niston being ?uote# b! (e% Dor+ MagaCine sa!ing" .I can ne&er stress enough to m! frien#s that the! must #o as I #o***h!#rate"

h!#rate" h!#rate' Drin+ lots of %ater" get enough sleep" e-ercise" an# eat a clean health! #iet" %hene&er possible*. It0s eas! to see that she promotes a health! lifest!le on her o%n* This onl! ai#s SmartWater0s bran# perception e&en further because she is li&ing proof of their pro#uct an# its #esire# effect* $niston soli#ifies herself as being the perfect ai# in selling SmartWater an# their compan!,s image" pro#uct" an# beliefs*

Eeference3 Toome!" $l!ssa* . ennifer $niston Poses in Be# for /atest SmartWater $#*. E' )nline* (*p*" 10 ul! 2013* Web* 23 Sept* 2013* F Fhttp344%%%*eonline*com4ne%s4:39<3:42ennifer1aniston1stuns1in1latest1smart%ater1a#* G

@on #er Aei#t" T 2011" 0Pro#uct strateg! an# inno&ation at Hlaceau @itamin%ater0" in WM Pri#e" )I Jerrell" B /u+as" S Schembri K ) (iininen =e#s>" in Marketing Principles,1st $sia1Pacific e#n*" Iengage /earning" S!#ne!" (SW* ISB(3 <9801901<0862