Shawn Mendes fronting campaign for spring water brand

Shawn Mendes has been tapped to front a campaign for spring water brand Flow.

The Canadian singer-songwriter, who has previously appeared in ads for Emporio Armani and Calvin Klein, is now fronting the marketing imagery for U.S. company Flow Alkaline Spring Water.

In addition, Shawn will serve as the brand’s sustainability ambassador, and alongside his manager Andrew Gertler, be an investor.

“I am incredibly excited to work with Flow Alkaline Spring Water alongside my manager Andrew Gertler, as partners, and to become the face of a brand that promotes sustainability and positivity in the best way possible,” the 20-year-old said.

Shawn also insisted that his relationship with Flow grew organically, as both he and Andrew became fans of the product following its launch in 2015.

The new sustainability efforts will include helping the Stitches hitmaker offset carbon emissions for his 2019 tour, diverting more than 70,000 plastic water bottles backstage by switching to Flow, selecting sustainable catering and hospitality partners, donating excess food and toiletries to food banks and shelters, recycling and composting all waste, and engaging fans in environmental education.

“I am so proud to announce that Shawn Mendes and his manager Andrew Gertler have joined Flow as investors and as brand partners,” added Nicholas Reichenbach, founder and chief executive officer of Flow Alkaline Spring Water. “It has been incredible to work with Shawn and Andrew in this endeavour. They both have a clear vision on wellness, sustainability and creating a better world for generations to come.”

Flow’s water contains naturally occurring essential minerals, electrolytes and an alkaline pH of 8.1.

Gwyneth Paltrow was named as brand ambassador for the company earlier this year.