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Pepsi announces LIFEWTR

15 Dec 2016

PepsiCo has announced LIFEWTR, a new premium bottled water that it says fuses creativity and design to serve as a source of inspiration, as well as hydration, to usher in a new era of thirst quenchers.

PepsiCo has announced LIFEWTR, a new premium bottled water that it says fuses creativity and design to serve as a source of inspiration, as well as hydration, to usher in a new era of thirst quenchers.

Available across the United States beginning in February 2017, LIFEWTR is a purified water, pH balanced with electrolytes added for taste. The company explains that the clean, pure taste is enrobed in a bottle that serves as a canvas for art and design and features rotating label motifs created by emerging artists, noting that he brand's biggest equity – the label – will serve as a platform for emerging and developing artists to be seen and discovered on a broad scale, and their work will serve as a spark of creativity and dose of inspiration and creative uplift.

Released in a series of three, and changing several times a year, LIFEWTR designs will provide exposure for artists and creatives from the worlds of graphic design, fashion, fine arts, photography and more. LIFEWTR labels will, says PepsiCo, provide an expansive canvas for creatives to share their passions and make creativity and inspiration accessible to all.

"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, Global Beverage Group. "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."

Series 1 label designs features the work of:

+ MOMO – Most recognized for his vivid, large-scale murals in public spaces, made with homemade and adapted tools, and seen most notably in Jamaica, Italy and the United States.

+ Craig & Karl – With Craig based in New York and Karl in London, this transatlantic duo collaborates to create bold work which communicates simple messages in a thoughtful and humorous way.

+ Jason Woodside – His large-scale works infuse optimism through color and design and have appeared in New York, Paris, Los Angeles and Sydney.

"We created LIFEWTR to be as inspirational as it is functional and we're thrilled to introduce the brand into our growing and diverse beverage portfolio," said Seth Kaufman, Chief Marketing Officer – PepsiCo North America Beverages. "We recently announced our renewed Performance with Purpose goals and this is a prime example of this vision coming to life as we continue to transform our portfolio to offer top-selling beverage choices for every consumer lifestyle and occasion."