Dive Brief:
- PepsiCo is rolling out a premium bottled water brand called Qua.
- The unusually shaped bottles made their debut over the weekend at the Golden Globe awards, where Pepsi handed them out on the red carpet.
- Like Smartwater from rival Coca-Cola, or Pepsi's own Aquafina, Qua is made from tap water.
Dive Insight:
When Coke debuted Smartwater, we were flummoxed. Who, we wondered, would buy bottled tap water? As it turns out, lots of people will. So it's not a surprise that Pepsi has decided to enter this space, too.
We're still a little weirded out about the idea of premium tap water. But, no doubt, the target audience for this stuff isn't middle-aged cynics in the journalism business. On a more positive note, we have to admire Pepsi for seemingly understanding what Coke doesn't — if you want to make a splash with bottled tap water, you should have a really cool-looking bottle. And Qua is truly cool-looking.
