Tom Brady adds some muscle to Glacau water line

— -- Coca-Cola's ko newly acquired Glacéau unit will announce Wednesday that it has signed red-hot New England Patriots quarterback Tom Brady to endorse its Smartwater.

The high-profile deal points up how non-carbonated drinks are now a key battle for beverage makers used to fighting over sparkling colas.

Brady, who dates a supermodel and makes gossip-column headlines as well as sports news, joins Jennifer Aniston in pitching the distilled water with added electrolytes. Replacement of electrolytes depleted in workouts can ease muscle fatigue. Smartwater is the top enhanced water with yoga enthusiasts, and Aniston has lent the brand a sexy, healthy lifestyle image. Brady adds some muscle to the healthy image.

Brady said he drinks Smartwater as an alternative to "sugary" drinks. "It's a replacement product that's better for you, whether I'm working out or for the morning when I wake up," he said Tuesday in a phone interview from a Smartwater ad shoot in Boston. "If you're going to put something in your body, it may as well be something that's efficient."

Brady's three-year deal is worth $3 million to $5 million, with a bonus based on sales. Print, outdoor and Web ads begin in November. A TV ad will follow.

Glacéau, bought by Coke for $4.1 billion over the summer, also makes Vitaminwater, endorsed by Boston Red Sox slugger David Ortiz and rapper 50 Cent.

Glacéau marketer Rohan Oza said Brady fits the ongoing ad strategy: "We continue to pursue partners and relationships with celebrities and fans. Credit has to go to … Coca-Cola to allow Glacéau to do what we do best: hire passionate people to grow this brand."

Marketers are beefing up their ad game beyond carbonated drinks, whose sales were down 6% in the first half vs. the same period in 2006, according to John Sicher, editor of Beverage Digest. By contrast, traditional bottled water is up 11%, sports drinks are up 4% and vitamin-enriched waters are up 29%. While Sicher groups Smartwater with traditional water, its volume is up 100% this year vs. the same period last year, according to tracker Information Resources.

"American consumers are moving to lighter, healthier beverages with relatively low calories and some functional benefit," Sicher said. "Sports drinks and enhanced water are the center of that focus."

Brady, 30, has three Super Bowl victories (twice as MVP), and his team is 8-0 this season. His other endorsements include watchmaker Movado, Nike and Stetson cologne.

"This guy is absolutely playing at as high a level as any quarterback has ever played in America," said David Paro, president at Deep Alliance Marketing. "He's in a strong market and happens to look the way he looks and is a strong endorser for that kind of product."