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

LifeWTR is a PepsiCo success story, delivering $150m revenue in the first 12 months from launch. With 22 brands delivering a billion dollars each per annum, the ambition was to create a new brand to join these top performers.

Consumers are consuming less soda in favor of bottled water, flavored waters, and other beverages that are seen as healthier and have fewer artificial ingredients. As sales of core soda brands like Pepsi, Coke and Dr Pepper decline, it has become critical for beverage companies to pivot and take advantage of this cultural shift.

The premium water segment of the water 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.

LifeWTR was developed collaboratively and iteratively from blank page to launch: from understanding the aspirations of Millennials across the globe, to the development of brand purpose, packaging concepts and naming. In it’s launch year LifeWTR delivered over $150m in sales. As Brad Jakeman President, Global Beverage Group stated at the launch:

“Consumers want sleek bottle designs and labels, as they view the product almost as a fashion accessory. It is an important part of people’s image. What I think is really smart about LifeWTR is that it has a much more authentic connection to the world we want it to be connected to art, fashion and design. The brand’s purpose is to help emerging artists make it and be popularized and get into pop culture.”


Sense Worldwide and The Sense Network have collaborated with PepsiCo over four years to develop an array of new brands and products to feed the PepsiCo innovation pipeline.

“The Network is an amazing partner for us to find deeper insights and creative inspiration for our innovation pipeline. 

With the wonderful creative minds from diverse cultural contexts, we are able to get everything done within a short time period. 

It is a really efficient & effective tool for global brand development.”


Nike: House Of Innovation

How might we create the most innovative direct to consumer experience in the world?

Sonos: The Future of Voice Control

If we can't outspend Amazon, Google and Apple how might we out-think them?

Converse: The Chuck II

How might we innovate to make the world's best-selling sneaker better?

PepsiCo: LifeWTR

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

Almond Breeze: Five Year Roadmap

How might we establish a lean and agile innovation function overnight?

Bupa: Designing for Future Customers

How might we leverage in-house analysis to develop a breakthrough proposition?

Bupa: Designing for Future Customers

How might we leverage in-house analysis to develop a breakthrough proposition?

Pfizer: Nicorette Innovation Pipeline

How might we work more collaboratively to accelerate our speed of execution?

Blue Diamond: The Future of Almonds

How might we give the business foresight into future growth opportunities?

Barclays: The Future of Banking

How might we create the go-to retail bank of the future?

General Electric: The Future of Refrigerators

Extreme Consumers. How might we uncover our next competitive advantage?

Cambia Health: The Future of Healthcare

How might we become the champion of America’s Quality of Life?

Open menu

Supercharge your innovation today.
Inject Creative Intelligence from The Sense Network.

Have a project in mind?

Schedule 30 minutes on our calendar for an initial chat about your innovation challenge; and to discuss the smart ways you can engage The Sense Network.

Schedule time to discuss a brief

Want to learn more?

Request specific information about a speaking opportunity, media inquiry or how you would like to collaborate with The Sense Network. Complete the form below:

  • This field is for validation purposes and should be left unchanged.


Say Hello… will your curiosity leads to chemistry between us? Request an informal chat on zoom or face to face in New York or London. Set up an informal chat:

USA Neil Cooper
Europe Alex Rueckheim
Global Jeremy Brown