Disrupting the bottled water category with science

We applied cultural tactics to prime smartwater for its European launch.

Case Study


Although Smartwater had been a thriving US brand for years, it had yet to penetrate the Western European market. Glaceau recruited DCX to investigate how the electrolyte water might successfully disrupt the category in the UK.


Through extensive cultural and consumer research, DCX helped smartwater move past premium bottled water’s empty health clichés with a technological focus. In this way, we were able to position smartwater as a forward thinking player in a stagnated category.