The staying power of some companies really amazes me. Cool Water's parent Company, Davidoff is one of those brands that I can't believe is still around. Now, of course, what male born in the '70's or '80's hasn't owned a bottle of Cool Water at some point in their lifetime? The products don't smell bad, but some of their marketing tactics are questionable and uninspired. The dumbbell shaped "Champion" bottle and the new cologne they introduced called "Hot Water" are just a few examples.
I think Paul Walker is another questionable choice for the brand's Celebrity Endorsement. Sure, he's got sex appeal, but he's not the first name that come to mind at the mention of surfing, running on the beach, or basically any association with water. Has Paul Walker even starred in anything other than the Fast & Furious franchise in the past 10 years? Now, I have to admit that I don't follow Paul Walker's career very closely, but I'd like Cool Water to better align their brand with someone more closely related to their product – like Kelly Slater or Jack Johnson. Cool Water definitely could have made a more interesting choice. But what can you expect from a company that makes a bottle look like a piece of gym equipment?