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Packaging, not product, is at the core of PepsiCo’s LIFEWTR

PepsiCo introduces a premium water brand that features artwork from emerging artists to leverage the popularity of social media and connect with consumers in an inspirational way.

Series 1 of LIFEWTR was introduced in February 2017
Series 1 of LIFEWTR was introduced in February 2017

PepsiCo has introduced a premium bottled water brand featuring packaging that is more central to the brand than the product itself. LIFEWTR, a purified water pH-balanced with electrolytes, is packaged in a sleek PET bottle in two sizes decorated with labels that feature the work of emerging artists involved in mediums such as graphic design, street art, and photography.

“We believe the biggest equity of this brand is the label,” says Seth Kaufman, Chief Marketing Officer of PepsiCo North America Beverages. “LIFEWTR has a beautiful piece of art on it. We think it will connect with consumers in a more inspirational way.”

For LIFEWTR’s launch, PepsiCo selected artwork from three artists: large-scale painter Jason Woodside, mural artists Memo, and transatlantic duo Craig Redman and Karl Maier (Craig & Karl). New label designs in sets of three are expected to be launched quarterly, with some using existing artwork scaled to fit the label template, and others featuring art created specifically for the series.

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