Featured image for Pepsico Collaborates with Artists on their New Brand LIFEWTR

Pepsico Collaborates with Artists on their New Brand LIFEWTR

by Elizabeth Freeman on 12/28/2016 | 2 Minute Read

PepsiCo has announced its brand-new product set to launch February 2017 in the United States. A premium bottled water called LIFEWTR “fuses creativity and design to serve as a source of inspiration, as well as hydration, to usher in a new era of thirst quenchers.” 

Its brand identity will serve as a blank canvas for labels designed by up and coming artists to provide exposure in a broad scale to the worlds of graphic design, photography, fine arts, and more. 

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The first artists that will appear on LIFEWTR are MOMO, a post-graffiti street artist, Jason Woodside, know for his art-pop inspired patterns, and Craig & Karl, the infamous duo who create bold work which communicates simple messages in a humorous way. 

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“LIFEWTR is a huge priority for us and an exciting global big bet,” said Brad Jakeman, president of PepsiCo’s global beverage group. “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 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,” stated Seth Kaufman, Chief Marketing Officer – PepsiCo North America Beverages.

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Designed by In-house Pepsico

Country: United States