#HavasATL had a goal to reinvigorate smartwater on Instagram with unique content leveraging Pete’s authentic and “off-the-beaten-path” personality to drive brand interest and relevance with a younger, more down-to-earth audience. We started by teasing the arrival of Pete Davidson on our Instagram feed, archiving all past content, and wiping our channel clean in preparation for a fresh start. We then shared sneaky glimpses of our new hydration hero followed by a splashy reveal introducing Pete as the new face of smartwater, takixng the brand back to its roots of black and white photography with pops of color accentuating the bottle. And we did it at a time when America needed it most: July 5, the day after Independence Day, which the brand dubbed as “Rehydration Day.” #keeplivingsmart