What Do Jennifer Aniston and “The Situation” Have In Common?

January 11, 2011 - 9:38 am 59 Comments

In advertising, you can be whoever you want to be so long as it sells. And nothing reinforces brands’ images more than the celebrities that represent them. Take Glacéau products, for example. Smartwater and Vitaminwater work side-by-side to provide healthy beverages infused with electrolytes, vitamins, and supplements. However, their marketing strategies are at opposite ends of the spectrum in terms of the people they hope to attract with their endorsement selections.

Smart like Smartwater

Jennifer Aniston / Smartwater

My first impression of Smartwater’s oblong bottle with a china blue teardrop was a clean, minimalist look. Combined with the brand’s motto, “Purity you can taste, hydration you can feel,” a picture formed in my mind of the kind of cleansing lifestyle Smartwater could give me. In my opinion, no one is more synonymous with this fantasy then Jennifer Aniston, Smartwater’s official spokesperson and the epitome of health. Glowing, toned Aniston is dedicated to yoga and paddle boarding, active pursuits of a slow and steady nature. On Smartwater’s Facebook page, she is even shown in their new ad wearing clothes made by yoga garb manufacturer, Polyvore. All of their marketing elements – with Jen at the forefront – operate in a beautiful harmony to promote healthy living. Looks like the brand image is doing its job.

B Consistent, Vitaminwater!

Vitaminwater

Time to switch gears because Vitaminwater’s brand is all about boundless, vibrant energy. Their palette of fruity flavors, bright colors, and pithy text on eye-catching bottles positively scream, “Youth!” Add Vitaminwater’s self-proclaimed “shiny new look” and latest flavors “Stur-D,” “Dwnld,” and “Spark”? Well, it doesn’t take a genius to interpret their goal to attract a young demographic. (Not like 2,104,424 friends on Facebook is that strong of an indicator that it’s working…) I really liked where the brand was going until Mike “The Situation” Sorrentino entered the picture. First of all, with other spokes-legends, such as David Ortiz and 50 Cent, how could Vitaminwater even consider putting “The Situation” on the same level? And second, as hysterical as the ad may be, I’m afraid that trendy aspirations are overriding the entire point of Vitaminwater. The male personality of The Jersey Shore, with his seemingly steroid-enhanced body, GTL regimen, and questionable drinking habits, contradicts the brand’s healthy image. Vitaminwater, please figure out what your message is and stick to it.

59 Responses to “What Do Jennifer Aniston and “The Situation” Have In Common?”

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    Great post Rachel! I would be interested in your opinion on the Starbucks logo change earlier this month. You should weigh into the conversation, and better yet–blog about it!

    http://blogs.hbr.org/hbsfaculty/2011/01/starbucks-logo-debate-shows-cu.html

  2. Rachel Says:

    Thanks, Justin! Don’t you worry, Starbucks is definitely in the lineup. It’s fascinating to follow how their siren logo has changed over the years. Looking forward to blogging about their new, minimalist look!

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