LIFEWTR: Communication platforms stoke new creative fire.

The need: Pepsi’s premium bottled water brand, launched in February, 2017 taking a strong stand for art, artists, and creativity. Now, its sights were on international expansion, specifically in Mexico and the UK. This brought about the age-old challenge: how to drive scale, while remaining true to its purpose?
Objective: Develop harder working communications that authentically deliver the brand purpose while simultaneously achieving business goals (awareness & situational salience)

The approach: First, we reviewed all brand behaviors and held stakeholder interviews, looking for recurring patterns. Next, we held a two-day workshop, where we explored these patterns, applying them to imaginations of the brand’s origin story to form a clear, guiding brand myth and a robust psychographic design target. Then, we conducted 6-hour respondent-led ethnography, one week in the UK and another in Mexico. Finally, after rigorous analysis, we presented and enrolled the broader team in a lead communication platform, three alternative platforms, and six human-centered insights.

The result: LIFEWTR’s 2020 communications are currently being developed against the lead platform.  Said the creative team lead: "I've never felt so motivated to get to work.”