On YouTube the other day, one of the videos featured on the home page was titled “Jennifer Aniston’s Sex Tape” and it had just over 5 million hits.
REPEAT: Sex Tape?……. WHAT? On YouTube?
Though the title may be deceiving, this video is not exactly what you think it is. It is all a part of the new Smartwater advertisement campaign by Glacéau, who is owned by Coca-Cola. Jennifer Aniston has promoted the beverage in the past and is once again the chosen celebrity to promote Smartwater in a “viral video” on the internet. The full version of the video is titled ‘Jennifer Aniston Goes Viral- Smartwater.’
There are mixed reviews about the video; however, I think the advertisement has been successful with respect to the first step of AIDA. Smartwater sure has captured the attention of millions of consumers on the internet and made them aware of the product.
Smartwater focuses on satire by incorporating take offs on popular YouTube videos. Keenan Cahill, the professional lip syncher, the dancing babies, hundreds of cute puppies, and the double rainbow are all examples of well-known YouTube videos that are featured. In the end, Jennifer Aniston turns on her sex appeal and drinks Smartwater in slow motion. She then states that Smartwater is “the purest tasting water there is.”
After watching the video, the consumer has no true desire to go and buy Smartwater, other than the fact that Jennifer Aniston looks sexy drinking it and advocates that it is the purest water available.
As Jacqueline Lee mentions in her blog, Smartwater
“create[s] a disconnect between the brand and their targeted market” by featuring three nerdy internet boys with all the other famous YouTube videos.
I agree that nerdy internet boys are not the ideal target market for Smartwater. But, when a consumer watches Keenan Cahill or listens to the double rainbow song, they will now likely be thinking about Smartwater after watching the viral video.
