PURCHASE, N.Y. -- PepsiCo will introduce a new addition to its bottled-water offer in February.
Lifewtr, a new premium bottled water "that fuses creativity and design to serve as a source of inspiration, as well as hydration," will roll out across the United States beginning in February 2017.
Lifewtr is a purified water, pH-balanced with electrolytes added for taste. Its bottle is intended to "serve as a canvas for art and design" by featuring rotating label motifs created by emerging artists, according to the company.
Initially released in a series of three labels, and changing several times a year, Lifewtr designs will provide exposure for artists and creatives from the worlds of graphic design, fashion, fine arts, photography and more.
“Lifewtr is a huge priority for us and an exciting global big bet," said Brad Jakeman, president, Global Beverage Group–PepsiCo, "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."
Series 1 label designs feature the work of three artists:
- MOMO – He is 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 team collaborates to create bold work that communicates simple messages in a thoughtful, 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: 700 mL for a suggested retail price of $2.06 and 1 liter for a suggested retail price of $2.70. The 700-mL bottle comes with a sports cap.
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