Smartwater visual identity reveal #thedrop

experiential strategy and production lead @ Viral Nation

Challenge

When Coca-Cola refreshed Smartwater with a completely new visual identity—including a new logo, packaging, and bottle design—they needed a high-impact campaign to make a massive splash. With less than three weeks, the challenge was to launch the rebrand in a powerful way, positioning Smartwater as fresh, trendy, and buzz-worthy.

Solution

Viral Nation developed "#TheDrop," an immersive, bi-coastal experiential marketing campaign that ran for two days in Los Angeles and New York City. The multi-faceted strategy was designed for maximum visual impact and social sharing:

Mobile Pop-Up Experience: A visually stunning, modified truck emblazoned with the new Smartwater branding acted as a moving billboard and a pop-up on wheels. Inside, visitors could beat the heat with a refreshing mist inspired by Smartwater's vapor-distillation process.
Influencer Amplification: The campaign enlisted over 43 top influencers to create organic social media content, bringing the new look to life for their millions of followers. Influencers also received limited-release swag boxes with branded merchandise and tech gifts to generate excitement.
Personalized Keepsakes: Talented local artists in each city were recruited to customize attendees' Smartwater bottles on-site, providing a memorable and personalized takeaway from the event.

Results

By integrating social media into every aspect of the experience, #TheDrop successfully reintroduced Smartwater to the world and generated impressive results in just two days. The campaign captured consumer imaginations and created measurable moments that made a significant impact.