Glacéau’s smartwater brand is getting a starring role on America’s Next Top Model and is extending its reach beyond the TV screen with a retail promotion.
The good-for-you beverage maker is running a national model contest tied to the show, in which fans vie to meet Top Model judges and win other prizes. The winner will have a chance to compete for a spot during the upcoming season.
The contest runs through June at retail and online on a www.glaceau.com micro site.
Hundreds of stores nationwide will carry show-themed smartwater displays. Local events and contests will drive sampling of the brand.
Print ads, radio spots and P-O-P support the promotion.
The retail promotion is an extension of smartwater’s season-long integration into America’s Next Top Model, a reality show that searches for the next Cindy Crawford. The series, hosted by model Tyra Banks, has contestants vying for a $100,000 modeling contract with Cover Girl.
The show, which is in its eighth cycle, is one among The CW network’s highest-rated series.
As part of the deal, the brand is integrated into the show, and features contestants drinking the products.
“America’s Next Top Model is a show that lends itself to product integration,” Ken Mok, one of the show’s executive producers, says. “It’s necessary in a show about models. The product use made sense for us.”
The crux of the integration, the brand’s first on the show, centered around a smartwater-sponsored event, a Smart ‘n Sexy party. During the episode, which aired last month, contestants had to demonstrate their ability to be noticed and network with celebrities including Paris Hilton and glacéau spokesperson 50 Cent.
What makes the integration work? It’s seamless, Mok says.
“We have a strong philosophy of what products we want to integrate into the series,” he says. “The most successful way for everyone involved is being able to integrate the product into the show in an organic way.”
Smartwater is one of three brands under glacéau. The company also makes the vitaminwater and fruitwater beverages.
Phenomenon led the brand integration, and Ammirati, handles the P-O-P.
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