PepsiCo launched a premium bottled water brand called LIFEWTR in 2017. With this new addition to the company’s portfolio, PepsiCo taps into consumer’s healthier beverage choices and consumption.
Involvement: Account Management, Brand Strategy, Production, Partnership Strategy, Integrated Marketing, Experiential Marketing
Objective: Develop the brand identity of LIFEWTR
-- Differentiate the brand from competitors
-- Attract the target audience of millennials
-- Plan partnership opportunities
Solution: In looking at competitors, we felt as though a strong brand belief would differentiate LIFEWTR from other premium water brands, so we created the idea that ‘inspiration is as essential to life as water’. We defined LIFEWTR as a purpose-driven brand that is committed to showcasing sources of creation and creativity.
As such, we used this as the foundation to develop a partnership strategy that would enable LIFEWTR to collaborate with young artists who demonstrate the impact that art has had on their lives, using the bottle as a canvas and the brand as a platform to share each of their stories with the world.
The label changes every quarter to feature three different emerging artists who have backgrounds in varying mediums. Each emerging artist helps to tell a broader story that addresses current cultural topics within arts and society.
Each emerging artist’s stories are further amplified through partnerships with media partners, like Condé Nast, Daily Front Row, CFDA, and NYFW.