Pepsi Co launches new premium water
The US arm of Pepsi Co has launched a new premium bottled water brand designed to serve “as a source of inspiration, as well as a hydration”.
‘LIFEWTR’ is purified water, pH balanced with electrolytes. Pepsi Co is attempting to differentiate LIFEWTR from others on the market by featuring the work of emerging artists as part of the bottle design. A new artist’s work will be introduced several times a year.
Brad Jakeman, President of Pepsi Co, said LIFEWTR artists will turn the traditional bottle label into a unique masterpiece that speaks to creativity.
“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 LIFEWTR artists include Jason Woodsode, Craig Redman, Karl Maier and ‘MOMO’.
LIFEWTR will be sold only in the US initially and will be available in two sizes, 700 mL and 1 litre bottles.
There has been no announcement made yet as to whether or when LIFEWTR will be sold in Australia.
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