PepsiCo Introduces New Premium Water to the Market

Lifewtr labels | PepsiCo

Lifewtr labels | PepsiCo

The soda giant has announced via press release and at the Beverage Digest Future Smarts Conference in New York yesterday that it will be debuting its new premium water brand called Lifewtr in February.

The water will be a direct competitor to Coca-cola's Smartwater.

So what makes this water different than the many bottled waters on the market? 

Well, like Smartwater, it is "pH balanced with electrolytes added for taste," according to yesterday's press release.

But how is PepsiCo differentiating its new water product from others? With artist-driven marketing. 

It's packaging will feature different rotating designs by emerging artists. Multiple times during the year, the labels will feature a new series of three designs. The artists will be from all industries including fine arts, fashion, design, photography and others.

"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 of PepsiCo's global beverage group, in the press release. "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."

The first artists featured will be muralist MOMO, artists Craig & Karl and another artist Jason Woodside. 

The water will be available in two sizes. The 700ml will be priced at $2.06 and the 1L will be priced at $2.70. 

PepsiCo is already in the bottled water business with SoBo Lifewater, which is a flavored beverage. To not confuse consumers, the beverage mogul plans to rebrand and relaunch SoBe Lifewater without the Lifewater name. 

Do you think this bottled water brand will be successful in the already saturated market? And what will Coca-cola's next move be to try to get ahead of the competition? Read more