LIFEWTR 100 Days
LIFEWTR came to us looking for a program that would educate and excite consumers about their new 100% recycled and recyclable bottles. Sustainability efforts and concerns relaxed during COVID precautions, but as they transition back to “normal” life more people are once again concerned with their single-use plastic consumption.
The challenge was to create a program that would engage workplace, college, and university consumers and communicate that LIFEWTR is now not only a driver of cultural change with on-pack art, but also a sustainable changemaker with the first fully rPET packaging in PepsiCo’s portfolio.
We created a 100 days program that emphasized LIFEWTR’s new sustainable efforts with an eco-friendly getaway sweeps, instant $100 cash payouts (not another worthless tchotchke giveaway), plus consumer education on the POS and microsite. Plus, we activated a unique experience with a vending machine that would reward consumers for returning their plastic bottles for recycling with a new bottle of LIFEWTR.
THE TEAM
Art Direction: Kim Medina, Micaela Todd
Creative Direction: Julie Beall
MY ROLES
Ideation & Brainstorming
Concepting
Art Direction
Design
