Coca-Cola’s Glacéau Smartwater urges drinkers to ‘hit the bottle’ for Dry January

In one execution of the month-long campaign, the copy reads: “Going dry this January? Hit the bottle.” Another reads: “Not drinking this January? You must be thirsty.”

Digital outdoor activity will target roadside locations and train stations at major UK cities, while point-of-sale promotions will market the brand in-store.

Glacéau Smartwater is a vapour-distilled water with added electrolytes that according to Coke has grown to a value of £18.4m since launching last year. It is available in single 600ml, 12 x 600ml and 850ml formats, with a six-bottle multipack set to launch later this month.

Source: http://www.marketingmagazine.co.uk/article/1378178/coca-colas-glaceau-smartwater-urges-drinkers-hit-bottle-dry-january 
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