Canadian beverage company Flow has launched an endorsement deal with actress and lifestyle coach Gwyneth Paltrow to promote Flow Alkaline Spring Water.
Paltrow will feature on retail and out-of-home adverts in the US, Canada and Europe highlighting the alkaline water's mineral content, Flow said. The brand will also be the exclusive water partner of Paltrow's healthy-living website Goop throughout 2019.
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Flow founder & CEO Nicholas Reichenbach said the tie-up with Paltrow is a "huge milestone" for the water brand, which was launched in 2015. "Gwyneth Paltrow is the perfect person for our biggest campaign yet," Reichenbach added. "She embodies Flow's mission to mindfully hydrate with naturally occurring alkaline water."
Reichenbach, a former distributor for Red Bull in the US and tech entrepreneur, launched Flow in 2015 with a mission to reduce plastic bottled water use. He came up with the idea for his company after seeing the high levels of plastic left behind at the Burning Man festival in the Nevada desert.
Flow's water source is at Reichenbach's family property in Ontario, Canada, which naturally produces high-alkaline water. According to GlobalData, alkaline water is "evolving into one of the biggest success stories in soft drinks". Last year, The Coca-Cola Co announced made its entry with Smartwater Alkaline in the US market, citing the category's fast growth.