CRAIG & KARL : LIFEWATER

PepsiCo has introduced Lifewtr, a new premium water brand with exceptional packaging.  The labels will feature artwork where the brand name appears, released in series of three that change several times a year.  Artists designing the first series of labels include the duo Craig Redman and Karl Maier, aka Craig & Karl.

The campaign has been released, including a TV spot directed by Robert Stromberg that aired during the Super Bowl, as well as a piece on the story of Craig & Karl.