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Craig & Karl : Lifewater

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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.

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