PepsiCo looks to provide 'thirstpiration' with new LIFEWTR

12/9/2016

PURCHASE, N.Y. — PepsiCo is ushering in a new era of thirst quenchers by introducing a line of premium bottled water that aims to appeal to consumers looking for hydration with side order of art.


Available across the United States beginning in February, LIFEWTR is a purified water, pH balanced with electrolytes added for taste. The water is enrobed in a bottle that will serve as a canvas for art and design and features rotating label motifs created by emerging artists. 


Released in a series of three, and changing several times a year, PepsiCo says LIFEWTR designs will provide exposure for artists and creatives from the worlds of graphic design, fashion, fine arts, photography and more. 


"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 – PepsiCo. "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 feature artists such as:




  • 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. 


LIFEWTR will be available in two sizes: 700mL for a suggested retail price of $2.06 and 1L for a suggested retail price of $2.70. The 700ml bottle comes with a convenient sports cap. 


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