GSW Summer 2021


Sustainability | CCEP

  • GLACÉAU Smartwater is launching a new campaign to highlight its 100% recycled, 100% recyclable credentials, following a major packaging revamp last year
  • Playful messages will appear on on-the-go packs throughout the summer, helping retailers tap into growing shopper appetite for products made with recycled materials[1]
  • On-pack activity will be supported by an above-the-line marketing campaign, including social media and out-of-home advertising

Coca-Cola Europacific Partners (CCEP) has unveiled a new campaign for GLACÉAU Smartwater, to highlight the brand’s sustainability credentials and support the return of the on-the-go mission.

Hitting shelves from mid-June, the campaign will see bold messaging appear on-pack to remind consumers that as well as being 100% recyclable, GLACÉAU Smartwater bottles are now made from 100% recycled PET plastic (rPET).

Playful phrases including ‘I’m not new to this’, ‘Have we met before?’ and ‘Hi there, me again’ will take over 600ml and 850ml packs during the summer, helping to drive standout in the chiller and tap into shoppers’ growing appetite for products that use recycled materials[2].

The launch of the new pack designs will be supported by an above-the-line marketing campaign in July and August, including social media and out-of-home activity.

Martin Attock, Vice President, Commercial Development at CCEP GB, said: “Sustainability is at the heart of everything we do for GLACÉAU Smartwater and this has built a strong brand equity with consumers, especially young adults[3] – who are frequent bottled water shoppers[4]. This summer and beyond our strategy is to become their water of choice when they’re on the move, by leveraging our sustainability credentials to help retailers boost sales.

“As restrictions continue to ease this summer, we are confident that this new campaign will appeal to those looking for hydration while out and about.”


[1] Kantar’s Who Cares Who Does Survey 2020

[2] Kantar’s Who Cares Who Does Survey 2020

[3] KantarTotal Water OOH Demographic -Spend (%) -52W April 2020 | BGS, 16-24s 3MMT March2020

[4] BGS, 16-24s 3MMT March2020