Aquafina Ends Sparkling Experiment, Invests in Regular Water
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After experimenting with a teen-targeted flavored sparkling water, PepsiCo’s Aquafina is going back to the basics this summer with a new campaign for its core variety that is aimed at adults.
The effort, called “For Happy Bodies,” marks the first time in seven years that regular Aquafina has been supported with a major campaign. The spending comes as the bottled-water category continues to surge as more consumers shun unhealthier beverages such as soda.
PepsiCo in the last couple years has dedicated most of Aquafina’s ad budget to the Aquafina FlavorSplash line extension. The investment came as the extension was expanded in late 2013 to include a teen-targeted sparkling variety that was colored like candy and sold in fanciful packaging with names like “Color Me Kiwi” and “Berry On.”
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