LIFEWTR launched in January 2017 as PepsiCo's purpose-driven, premium water brand, 'existing to advance and showcase sources of creation and creativity' and commitment to the belief that 'Art Makes Life More Inspired'. The idea is that inspiration is as essential to life as water.
LIFEWTR's objective was to deliver on the brand purpose, to "advance and showcase the sources of creation and creativity", via showcasing young artists who demonstrate the far-reaching impact that art has had on their lives.
Through each emerging artist's story, LIFEWTR raised awareness around various cultural anchors relevant to society today, i.e. Public Art, Women in Art, Fashion is Art, and Arts in Education, all while communicating LIFEWTR's involvement and support in each cultural category.
Every quarter LIFEWTR launched a new bottle series, highlighting 3x new emerging artists whose custom artwork was featured on the bottles. Each emerging artist, through his/her art and personal story, helped to tell a broader global story that addresses current cultural anchors within arts and society.
LIFEWTR, in partnership with our media partners, provided a platform for each of the emerging artists to tell his/her stories, create and share his/her art with the world, and address larger conversations about the vital role art plays in our lives.
The emerging artist's stories were amplified via Condé Nast's Vanity Fair, W, and Vogue online platforms as well as via select influencer talent and LIFEWTR digital and social channels. Additionally, throughout the year, LIFEWTR partnered with notable organizations such as the CFDA (The Council of Fashion Designers of America), NYFW (New York Fashion Week), and Scholastic Inc. to further drive awareness and interest in the brand purpose, mission and artist's stories.
During Year 1 of LIFEWTR's launch, the campaign generated both quantitative and qualitative successes:
Overall program generated significant lifts across several qualitative metrics: