the smartwater brand was stalled. It needed something big to reverse years of decline.

Enter global celebrity and Gen Z hero, Zendaya.

I led the launch of the new global brand campaign, featuring new global spokesperson, new look, and new creative, brand and media strategy.

we were all over the globe, including the world cup,NYE ball drop in times square and vogue fashion.

On social, we leaned into zendaya’s unique personality with native content to get fans engaged and takeover the social+digital landscape.

we experienced massive growth all over the globe, solidified our place as category leader, and made a smart brand even smarter.