smartwater and Jennifer Aniston Reunite for 2025 Campaign

The timelessly refreshing duo of smartwater® and Jennifer Aniston share the screen again in 2025 for a new campaign inspiring fans to make simple, smart choices that support a healthy lifestyle.

Both partners are known for fusing substance and style. In addition to her credentials as an actor, Aniston has made her mark as a cultural icon through entrepreneurship, philanthropy and trendsetting influence in the worlds of fashion and fitness. Since 1996, smartwater has combined functional hydration and pure, crisp taste with simplicity in form through an iconic bottle that stands out as a must-have accessory in a crowded and highly commoditized beverage category.

Aniston and smartwater first teamed up in 2007 for a campaign celebrating the brand’s simplicity and unique origins with the star’s signature wit and charm. From lighthearted TV spots that tapped into Internet culture and Hollywood speculation to sleek out-of-home creative, her approachable appeal and celebrity cachet helped define the brand’s voice nearly two decades ago.

“In my heart, this partnership never really ended,” says Aniston. “smartwater’s always been about making simple, smart choices — and that’s really how I try to live my life. I’ve always loved how stylish and thoughtful both the product and the brand are, and how well it fits into my life. The campaign is a fun reminder that the smart choice is sometimes the simplest one, and how those choices can ultimately lead to greater well-being.”

Shakir Moin, President, Marketing, Coca-Cola North America, adds, “Jennifer embodies everything smartwater stands for: great taste, effortless style and intentional living. She’s an inspiration to all, and we’re excited to mark a new era in this partnership we’ve cultivated over the years.”

The collaborators are back together for a campaign featuring "behind-the-scenes" moments of Aniston on the set of a smartwater commercial shoot, playfully debating with the director about her lines. At the end of the spot, a refreshing sip of smartwater precedes a moment of clarity.

“We wanted the films to pull forward Jen's approachable humor and refreshingly relatable energy,” says Luke Perkins, Senior Director, Creative. “At the same time, we wanted to capture beautifully simplistic photography pairing these two complementary icons.”

Ahead of the official launch, smartwater generated buzz with a teaser on The Coca-Cola Company’s iconic Times Square billboard in New York City. In addition to the films — which will feature 15- and 30-second versions showcasing smartwater and smartwater alkaline with antioxidant — the campaign will include social media, audio and out-of-home creative, with targeted media plans varying by market.

The lifestyle-driven work with Aniston follows years of minimalistic, product-focused creative dialing up the intrinsic attributes of the product, as well as smartwater’s sleek new aluminum cans.

“With Jennifer, we saw an opportunity to take an aspirational approach to our marketing with the goal of bringing new generations of fans into the brand,” says Stacy Jackson, Vice President, Water & Tea. “She embodies what we stand for as a brand — where beauty and wellness meet taste and elegance — and, like smartwater, has remained relevant in a very classic way. This overlap is why our love affair has endured.”

The new campaign complements the brand’s social media influencer partnerships with Argentine-American actress and model Camila Morrone, Nigerian-American fashion creator Wisdom Kaye and WNBA all-star Kelsey Plum.

“All of our talent partners reflect the smartwater brand ethos in different ways and allow us to show up in relevant channels and platforms,” Jackson said. “We’ve realized that we don't have to look exactly the same everywhere, but what we do need is a common thread that pulls everything together.”