As part of its ongoing partnership with LeBron James, PepsiCo brand LIFEWTR has dropped a new campaign, which emphasizes that there is more to LeBron than just sports.
The “More to Life” digital effort stars LeBron in the many facets of life he encompasses – the family man, the community member, the business man.
“The campaign is a perfect representation, we’re building this LIFEWTR brand to mean so many things,” said Justin Toman, head of sports marketing at PepsiCo. “It’s creativity, it’s community, it’s functional hydration. He has so many of those elements in his ecosystem. It’s not just about his business success.”
“It’s all about celebrating what he does away from basketball, what a successful family man, entrepreneur, businessman, philanthropist he is. Everything he does,” added Toman. “That’s really what we’re trying to help celebrate.
The campaign is the first time LeBron is featured in the brand’s work since the company partnered with him last summer. The new campaign supports the brand’s evolved positioning and tagline: Whole Body Hydration. “The campaign is all about work life and all the things that you can do when you’re properly hydrated,” explained Toman. “Of course, it celebrates all of the elements that are more in his mind, right? So it’s not about athletic basketball success. It’s more about the elements of his life and celebrating those things.”
“We went through the process of understanding what our brand business objectives are and really, there’s a lot of intersections with the things that he’s all about and that’s how we came together.,” Toman added.
The digital campaign includes a new :30 spot, as well as some :15 cutdowns which will run on Hulu and YouTube. Additionally, the campaign includes a partnership with The More to Life Fund, a chance for people to earn funds towards exploring more of what enriches their lives, including additional opportunities for consumers to hydrate and unlock “more to life” this season through a national retail program. The fund includes a $100,000 commitment for consumers to help pursue their passions.
In March, LIFEWTR will rollout new packaging and graphics at retail nationally with promotions with other brands LeBron works with including Nike and Beats.
