PepsiCo: LIFEWTR

How might we innovate to create the next billion-dollar beverage brand?

Future-proof Innovation | Proposition Development | Inspirational Insight

LIFEWTR delivered $150m in revenue in its first year alone

PepsiCo’s Challenge

Consumers are drinking less soda in favor of bottled water (a market worth over $16 billion). Water is seen as a healthier alternative with fewer artificial ingredients. Sales of core soda brands are declining, so PepsiCo wanted to take advantage of this cultural shift and develop its next billion dollar brand.

The Sense Worldwide Approach

The premium water segment of the category is driven heavily by millennials. Sense Worldwide’s mantra for winning with millennials is: “if you’re not creating with them, you’re not creating for them”; and this is precisely how we approached this innovation challenge.

How The Sense Network Shaped The Future of Bottled Water

Creating a water brand that looked like every other bottle on the shelf & relying on the brand power of Pepsi was not going to convince a discerning millennial audience. We needed to understand what drove buy-in to a product/brand. By engaging Millennials from across the globe we used this inspirational insight to understand their aspirations, to develop the brand purpose, packaging concepts and name. LIFEWTR was a proposition development created collaboratively, and iteratively, from blank page to launch.

The Outcome

LIFEWTR was born. Each bottle is a canvas for an up & coming artist. Every 6 months new designs are released, allowing the product design to remain up-to-date with emerging trends (providing future proofed branding). As a premium water it is spring sourced, contains electrolytes for taste and is pH balanced.

The Result

In its launch year LIFEWTR delivered over $150m in sales.

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