Marking its presence in various categories through brand licensing, The Smiley Company has joined hands with Vittel for an on-pack promotion to help promote the water brand's smaller bottles in 2017. As per the agreement, Vittel will use Smiley's celebrated icons on 33, 50, 75 cl and one-litre bottles. Vitel will launch 130 million Smiley branded bottles in Belgium, French German, Russian and Swiss markets between February and October 2017. This exclusive partnership is a part of Smiley’s 20th-anniversary celebrations throughout 2017, wherein the brand is celebrating creating the world's first digital Smileys in 1997. “A recent market research campaign that we conducted shows that Smiley packaging really helps to sell products," explained Smiley CEO, Nicolas Loufrani. "Smileys elevate on-shelf stand out, improves positive perception of products and increases purchase intent and these key USP’s will help boost Vittel’s presence in the smaller format market. We have created a range of different and exclusive Smileys to help Vittel position its different formats that include themes aligned to a variety of key consumers being targeted by Vittel, that includes; kids, fitness, work and lifestyle, and will all feature a range of Smileys to complement that particular theme.” As well as the on-pack promotion, both brands will collaborate on a wide range of marketing activations that will include digital billboard advertising in key retails sites, catalogue advertising in key supermarket chains and a social media campaign including a range of video adverts.