Tonight, PepsiCo will launch their new premium-priced bottled water, called LIFEWTR, with a 30-second ad during the Super Bowl.
In the commercial, a city is transformed when rain turns everything it touches into a colorful, visual masterpiece. LIFEWTR is purified water, pH balanced with electrolytes, and according to Fortune, it will hit stores for purchase in February 2017 in the US.
The ad will mark PepsiCo’s only Super Bowl commercial of the evening, in a spot called “Inspiration Drops”, featuring John Legend’s hit single “Love Me Now.” LIFEWTR is a source of not only hydration, but inspiration– the brand will switch up its label several times a year, and will be a platform for aspiring artists to be discovered. The Series 1 label designs for LIFEWTR feature work from today’s artists like Jason Woodside, MOMO and Craig & Karl.
Brad Jakeman, the president of PepsiCo’s Global Beverage Group, told Fortune last year, “We are starting to see water play a greater role in the repertoire of a consumer’s beverage consumption… I think we are seeing a secular and irreversible trend toward healthier beverages.” The commercial is directed by two-time Academy Award winning director, Robert Stromberg, whose credits include James Cameron’s Avatar, Tim Burton’s Alice In Wonderland, and Sam Raimi’s Oz the Great and Powerful.
Bruno Mars and DJ Khaled performed at LIFEWTR’S Art After Dark event that celebrated the product’s launch. Other celebs who attended the event included Cee Lo Green, Erin Andrews, Michael Strahan, and Dak Prescott.