PepsiCo, which inked James to a major endorsement deal in 2021, has made broad use of the Los Angeles Lakers star, having previously cast him in marketing for its Mtn Dew and Ruffles brands. James was a particularly good match for Lifewtr, as both the brand and the star could bring out one another’s unseen dimensions, according to Justin Toman, head of sports marketing for PepsiCo.
When aligning a brand with a partner, “we’ll go through this process of saying what are our brand’s business and community goals and objectives, and externally try to match that with the right partner that has similar brand business and community priorities, and find an intersection,” Toman said. “We looked at Lifewtr, and what we were trying to do with the brand, and this campaign specifically, and it just made so much sense. There’s more to Lifewtr’s product, and there’s much more to Lebron than just his on-court success, than many people know.”
With “More to Life,” PepsiCo wants to highlight the “functional hydration” of Lifewtr, whereas previously it pitched the premium water brand behind the notion of inspiring creativity. “That’s still part of the brand’s DNA, but as we look forward … we think there’s a bigger runway to play in the functional hydration benefits of the product that’s always been there,” Toman said.
The campaign is also paving the way for the brand’s newly designed bottles which now read “Whole Body Hydration” beneath the logo and highlight a product story including an enhanced filtration process, electrolytes for taste, and a balanced pH. The new bottles hitting stores in the coming weeks will have consistent artwork by Italian-born cross-disciplinary artist Michela Picchi. That marks a change from the rotating artists the brand previously featured.