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PepsiCo launches premium water bottle brand named Lifewtr

Credit: PepsiCo

PepsiCo has launched a premium water bottle brand called Lifewtr in a bid to rival Coca-Cola’s Jennifer Aniston-endorsed Smartwater.

Lifewtr, which PepsiCo is describing as “a purified water, pH balanced with electrolytes added for taste,” will begin to hit US shelves in February of next year. The launch comes as bottled water sales continue to grow with consumers looking for healthier alternatives to soda and other sugary drinks. According to research from Mintel, sales of bottled water increased 6.4% to top $15bn last year in the US.

The research also indicates that more than half of bottled water drinkers prefer to drink premium offerings, with 39% agreeing that they’re worth the added cost – which is likely why PepsiCo, which already owns water bottle brands Aquafina and Propel, is breaking into the premium space.

PepsiCo said that Lifewtr’s “biggest equity” will be its label, which will serve as a platform for emerging artists. According to the company, Lifewtr’s labels – which will be released in series of three and will change several times per year – will provide exposure for artists and creatives from the worlds of graphic design, fashion, fine arts, and photography.

"Our Lifewtr artists will turn the traditional bottle label into a unique masterpiece that speaks to the creativity – and source of creation – linked to the brand's core," said Brad Jakeman, president of PepsiCo’s global beverage group, in a statement. "Lifewtr is a huge priority for us and an exciting global big bet, and we've worked hard to make a premium bottled water experience that combines the right mix of a clean, pure taste with eye-catching packaging and an authentic connection to the consumer. We can't wait to bring this brand to consumers around the world, beginning with the United States."

The first series of labels features artwork from MOMO, Craig & Karl, and Jason Woodside.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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