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PepsiCo's Lifewtr brand launched in December |
PepsiCo has said it will highlight two zero-calorie brands during this year's Super Bowl as it looks to capitalise on the trend towards healthier drinks.
The firm said yesterday that Lifewtr and Pepsi Zero Sugar would be at the centre of its 2017 campaign. Activity includes a half time show headlined by Lady Gaga as well as a new advert for Lifewtr.
PepsiCo launched Lifewtr last month. The water is purified, pH-balanced and contains electrolytes. The new campaign, called Inspiration Drops, will feature on television during the game.
"It's an honour to work with the NFL and our customers to bring our brands to life during the biggest sports and entertainment event of the year," said Seth Kaufman, chief marketing officer for PepsiCo North America Beverages. "We're particularly proud to promote two zero-calorie products... during such a high-profile event as we continue to transform our product lineup to offer beverage choices for every consumer lifestyle and occasion."
The company will also run a sampling campaign for two new Mountain Dew Kickstart flavours - Raspberry Citrus and Mango Lime - as well as a Lipton Iced Tea activation.
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