December was all about celebrating with Champagne, but January is only about water, apparently.
Coca-Cola UK brand Glacéau Smartwater is taking advantage of people’s New Year’s resolutions to be healthier by plugging its water for dry January - a month where most swear of booze after over indulging around Christmas time.
The company is telling consumers to "hit the bottle" in a digital out-of-home ad campaign designed to get them drinking its distilled water.
In one execution of the month-long campaign, by creative agencies Recipe and MediaCom, the copy reads: "Going dry this January? Hit the bottle. Another reads: "Not drinking this January? You must be thirsty."
The campaign will target roadside locations and train stations around UK.
