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December 9, 2016

PepsiCo's Next 'Global Big Bet' is a New Premium Water Brand

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PepsiCo is introducing a premium bottled water brand called Lifewtr that appears aimed at Coca-Cola's Smartwater. Debuting in February, PepsiCo's product is "pH balanced with electrolytes added for taste," according to a press release issued today. PepsiCo will seek to differentiate Lifewtr via its packaging. The label, which the marketer described as "the brand's biggest equity" and where the brand name appears in all-caps, will feature rotating designs created by emerging artists.

The worth of water.

Topics: Branding, Advertising, Vertical - CPG, Design Thinking

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