smartwater:
The Devil Wears Prada 2
Digital Experience · Web Design · Product Design · Visual Identity · Influencer Engagement · Experience Strategy
smartwater isn't just any water. To prove the value of discerning taste, we leveraged an iconic movie moment to show up in culture with one word: cerulean. In collaboration with smartwater and The Devil Wears Prada 2, we turned a subtle shade shift into a nationwide campaign spanning special-edition bottles, a gamified digital experience, retail activations, and influencer and PR kits, transforming a cultural reference into something people could play, find, and win. From shelf to screen, every touchpoint became an invitation to participate.
It's not just blue.
It's actually cerulean.
Discerning taste matters. In fashion, and in water.
We shifted smartwater's famous blue bottle to cerulean, then invited fans to spot the difference. Connected to each bottle via QR code, we built a digital experience that challenged users to prove their discerning taste by spotting the color cerulean for a chance to win big. Sweepstakes rewards, influencer seeding, and in-store activations extended the idea across channels, turning every touchpoint into an entry point.
Approach: We designed the campaign as a connected ecosystem where product, content, and experience worked together to drive a single behavior.
We turned a cultural reference into a behavior. From QR-enabled packaging to a gamified digital experience, from retail to influencer and content moments, every touchpoint asked the same question: Do you have what it takes to spot it?