PepsiCo and Britvic announce the UK launch of Arto LIFEWTR®, the premium bottled water brand dedicated to supporting emerging artists

PepsiCo and Britvic announce the UK launch of Arto LIFEWTR® – a premium water brand committed to supporting and advancing emerging artists on a global stage.

Arto LIFEWTR bottles serve as a canvas to showcase emerging artists’ work in a new medium. Multiple “series” – each featuring three distinct and beautiful bottles by various artists, both locally and globally relevant – will be released each year. The visually striking, sophisticated packaging with badge value paired with an authentic and compelling brand purpose distinguish Arto LIFEWTR from other water brands currently in the aisles.

The brand first launched in the U.S. in 2017 (as LIFEWTR) and has since expanded to Canada and Mexico where it has spurred conversation around art and is delivering great business results by bringing inspiration to the shelf and to the category in an unexpected way.

Natalie Redford, Director of Marketing at PepsiCo Beverages UK said: “For Arto LIFEWTR we are taking a more unique approach to marketing and putting our purpose of advancing and showcasing artists and creativity to the forefront, to inspire the audience of culturally curious individuals who have a genuine thirst for art and culture. We’ve gained great traction with this target group in other markets.” 

With water in strong volume growth at +5.3%[1], Arto LIFEWTR is set to drive further value into the category and help retailers grow sales particularly in the premium water market.

Phil Sanders, Britvic GB Commercial Director At Home, comments: “Premium water brands are helping to rejuvenate the water category so it’s the ideal time for us to move into the premium water segment for the first time by bringing Arto LIFEWTR into our portfolio with such a unique aesthetic and we hope inspiring back story.”

Arto LIFEWTR will be available within the grocery channel in 750ml (MRSP: £1.09) and 1l (MRSP: £1.39) pack sizes and will be supported with a visually-impactful integrated campaign across out of home, digital, in-store activation and an experiential consumer launch.

[1] IRI Britvic Convenience 52 we 20.01.19