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PepsiCo prepares to make a splash at Super Bowl LI with premium & zero calorie products

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Mary Ellen Shoup

By Mary Ellen Shoup+

25-Jan-2017
Last updated on 03-Feb-2017 at 17:48 GMT2017-02-03T17:48:12Z

The highlight of PepsiCo's advertisement at the Super Bowl will be the official launch of its premium water brand LIFEWATR with several in-game advertisement features.
The highlight of PepsiCo's advertisement at the Super Bowl will be the official launch of its premium water brand LIFEWATR with several in-game advertisement features.

PepsiCo will use next month's Super Bowl to debut its new premium water brand, LIFEWTR, and promote its zero-calorie soda, Pepsi Zero Sugar.

What started as a partnership between the National Football League and PepsiCo’s Gatorade 34 years ago at the Super Bowl has transformed into an opportunity to broadcast its products to an audience of around 114 million.

"We're particularly proud to promote two zero-calorie products – LIFEWTR and Pepsi Zero Sugar – during such a high-profile event as we continue to transform our product lineup to offer beverage choices for every consumer lifestyle and occasion," Seth Kaufman, chief marketing officer for PepsiCo North America Beverages, said in a press statement.

In addition to the launch of LIFEWTR and promotion of Pepsi Zero Sugar, the announced brand activity also includes brand activity of several other key brands: Lipton Iced Tea, Mtn Dew Kickstart, and Gatorade brands.

PepsiCo goes premium and creative with LIFEWTR launch

Playing on PepsiCo’s continued investment in better-for-you beverages, LIFEWATR will be joining the company’s billion-dollar bottled water brand Aquafina, but with the purpose of targeting a different audience, the company said.

"LIFEWTR is a huge priority for us and an exciting global big bet, and we've worked hard to make a premium bottled water experience that combines the right mix of a clean, pure taste with eye-catching packaging and an authentic connection to the consumer,” Brad Jakeman, PepsiCo global beverage group president, said.

LIFEWTR will hit store shelves in February in 700 mL and 1L bottle size for a suggested retail price of $2.06 and $2.70, respectively.

Pepsi Zero Sugar presence at half-time

Pepsi Zero Sugar, formerly known as Pepsi Max in the US until August 2016, is a zero-calorie, sugar-free, ginseng-infused soda sweetened with aspartame.

To promote its brand identity change the mid-game performance will be named the “Pepsi Zero Sugar Super Bowl Halftime Show” where the brand will countdown to Lady Gaga’s performance and lead-in of Tony Bennet.

In addition, PepsiCo’s Mtn Dew Kickstart will launch its two newest flavors, raspberry citrus and mango lime, at the game. Fans at the game will get to participate in an on-the-ground experience featuring and augmented reality mirror which lets them create their own mascot in a virtual world, the company said. 

The future of less sugar

PepsiCo’s presence at the Super Bowl this year fits into the company’s larger role of transforming its product portfolio by offering healthier food and beverage choices. The company said that by 2025, it expects its beverages to contain 100 calories or fewer from added sugar per 12-ounce serving with increased focus on zero- and lower-calorie products. 

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