As multi-talented actors and entertainers, Will Smith and his son Jaden Smith know their names draw attention. And it’s for that reason that, for the last several years, the they have kept quiet about their involvement in JUST Water, a bottled water brand that comes in recyclable packaging made from 82 percent renewable resources. As Will tells it, they didn’t want to distract consumers from the brand’s message about environmental sustainability and make them think it was just another vanity project from a celebrity family in Hollywood.
But now the Smiths are preparing to take a more public role to support the brand they helped build both financially as investors and conceptually as co-founders. Will and Jaden sat down with BevNET at Natural Products Expo West 2018 in Anaheim, Calif. to discuss the brand’s recent move into flavored SKUs, how they have helped develop both the commercial and mission-based sides of the company, how they’re using their media platform to build a disruptive brand, and a new initiative to donate bottled water to Flint, Mich., which is still without clean drinking water two years on from its lead contamination crisis.