PepsiCo bottled-water brand Lifewtr is leveraging its relationship with former NBA star LeBron James and his philanthropic pursuits to launch a new campaign titled “More To Life.”
For James, it means combining various aspects of life that fulfill him—from his family and community, his love for music and the arts—to being physically active while achieving “whole body hydration” by drinking Lifewtr.
Those elements of his persona are shown in this 30-second spot from VaynerMedia in which James says “My life is more than just basketball.”
Newly designed bottles will hit retail stores in the coming weeks bearing the words “whole body hydration” and reiterating Lifewtr’s filtration process, taste-enhancing electrolytes and a “perfectly balanced pH,” according to Justin Toman, head of sports marketing at PepsiCo.
“LeBron is very much about the other elements—the more—in his life, as a family man, a successful businessperson, and what he does in philanthropy,” Toman tells Marketing Daily.
Lifewtr will bring the “More To Life” concept to life by distributing more than $100,000 in grants to consumers—beginning with students at James’ I PROMISE School in Akron, Ohio—applications for which can be made on a dedicated website.
Over the course of his career, James has activated a variety of initiatives and partnerships through the LeBron James Family Foundation to support underserved communities.
According to Marc Ippolito, president of Burns Entertainment, James syncs nicely with Lifewtr’s commitment to community activism.
“Lebron James is such an appealing spokesperson since he is more than just an All-Star basketball player, but also a globally recognizable celebrity who is very active in both entertainment and philanthropy,” says Ippolito, whose agency negotiated the Super Bowl campaign for Oikos yogurt featuring Deon Sanders and family.
In a contest that begins next month, people can buy Lifewtr and scan a code for the chance to win custom, artist-painted sneakers, a subscription to the Calm meditation app and Beats Studio3 Wireless headphones, among other merchandise.
According to Lifewtr, the sneakers will “nourish the body,” Calm will “nourish the mind” and the headphones will nourish “the creative spirit.”