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