Drink manufacturer PepsiCo‘s Lifewtr brand is a new premium water brand designed to compete with competitor Coca-Cola’s Smartwater brand.
Alternating design
Its new brand will be launched in February and PepsiCo feels its label will make it stand out. It will alternate its logo regularly, giving up-and-coming artists an opportunity to create new designs. The goal is to change the design several times every year, launching three designs at a time. Jason Woodside, the Craig & Karl duo and Momo created the first three designs.
“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”, Brad Jakeman (President, Global Beverage Group – PepsiCo) said.
PepsiCo already sells a water, branded SoBe Lifewater, which will be relaunched in the future, removing the Lifewater name to avoid consumer confusion.
