Smartwater Goes Meta-Viral

Those of you who’ve been following this column over the years will have noticed that there are a few recurring trends in popular YouTube videos: babies (those Evian roller babies still haven’t disappeared), cute animals, and lip syncing feature high on the lists.

Smartwater took advantage of that fact to play both sides. This super-viral video plays to those trends. But it also does so with its eyes open, showing that it stands above that kind of gimmick. Can Glacéau have its cake and eat it too? 8.5 million viewers and counting suggest it might just.

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