Aquafina

Aquafina is an American bottled-water brand owned and produced by PepsiCo. The brand was first distributed in Wichita, Kansas, in July 1994, and subsequently expanded across the United States before entering a range of international markets. It was created as part of PepsiCo's effort to establish a durable position in packaged water after several earlier attempts to enter the category had not achieved lasting success. The core product, generally marketed as Aquafina Purified Water or Aquafina Pure Water, is made from municipal or other public water sources and treated through a multistage purification system. The process described for the brand includes reverse osmosis, ultraviolet treatment and ozone sterilization. Aquafina therefore differs from spring-water brands in that its principal product is purified water rather than water marketed primarily according to a natural spring source. In 2007, the company began adding wording to bottles in the United States clarifying that the water originated from a public source. Canadian packaging has used wording referring to demineralized treated water. Aquafina's portfolio has included still purified water, flavored noncarbonated water and, in some markets and periods, carbonated or vitamin-enhanced products. FlavorSplash, introduced in 2005, was a no-calorie, no-carbohydrate flavored-water line sweetened with sucralose. Reported flavors included grape, strawberry kiwi, wild berry, raspberry, lemon and peach mango. Other products, including Aquafina Alive and Aquafina plus+, were introduced as low-calorie or vitamin-oriented extensions but were later discontinued in the United States. Aquafina Sparkling was also discontinued in the United States in late 2010, although some extensions continued in other markets at that time. The Aquafina name has additionally been licensed for selected personal-care products such as lip balm and wrinkle cream. The brand is positioned as a mass-market alternative to soft drinks and competing packaged-water labels. Its principal competitive set has included Coca-Cola's Dasani, Keurig Dr Pepper's Dejà Blue and bottled-water brands associated with BlueTriton Brands. Aquafina has used broad retail distribution, convenience channels, food-service placements, sports associations and national advertising to build awareness. At one point it was described as the leading bottled-water brand in the United States by retail sales, with a 13.4 percent domestic share reported for 2009. Packaging has been an important operational and environmental issue. Aquafina is sold in multiple bottle sizes, including approximately 355-milliliter, 500-milliliter, 591-milliliter, 710-milliliter, one-liter and 1.5-liter formats. In 2009, PepsiCo introduced a lighter bottle weighing about 10.9 grams, which the company said reduced plastic use by approximately 75 million pounds annually. The wider bottled-water sector has nevertheless faced criticism over petroleum-based plastic packaging, manufacturing inputs, transportation emissions and waste. Aquafina remains an active PepsiCo brand, although the availability of particular flavors, package sizes and international products varies by market and period.

Aquafina emerged from PepsiCo's repeated efforts to enter the packaged-water market. Before the brand became established, PepsiCo had tried several approaches, including an Ice Mountain initiative in 1987 and other unsuccessful attempts. These efforts reflected the broader shift in beverage consumption toward bottled water and away from carbonated soft drinks for some occasions. The Aquafina name was first distributed in Wichita, Kansas, in July 1994. PepsiCo then expanded distribution throughout the United States, using its existing beverage infrastructure and retail relationships to make purified water available through supermarkets, convenience stores, restaurants, vending channels and other points of sale. Unlike spring-water brands, Aquafina's principal product was purified water derived from public or municipal sources. The water was treated through reverse osmosis, ultraviolet processing and ozone sterilization, creating a standardized product intended to deliver a consistent taste across locations. During the late 1990s and 2000s, Aquafina developed into one of the largest branded bottled waters in the United States. Its growth placed it in direct competition with Coca-Cola's Dasani, Keurig Dr Pepper's Dejà Blue and numerous regional or national water labels. The brand also expanded internationally. It was distributed in Canada, Spain, Peru, Lebanon, Turkey, Gulf markets and several countries in the Middle East, Africa and South Asia. In Peru, the brand was associated with the San Carlos name rather than the standard Aquafina name. Product development broadened the brand beyond plain still water. FlavorSplash, introduced in 2005, offered noncarbonated flavored water with no calories or carbohydrates and used sucralose as a sweetener. Aquafina Alive, a low-calorie vitamin-enhanced beverage, followed in 2007 but was discontinued in the United States in 2009. Aquafina Sparkling provided carbonated flavored water and was withdrawn from the U.S. market in late 2010. Aquafina plus+, another low-calorie flavored and vitamin-oriented product, was also discontinued in the United States, although selected products remained available in certain international markets for a period. Source transparency became a notable issue in 2007. Environmental advocates and commentators questioned whether consumers understood that purified bottled water could originate from public supplies. Beginning July 27, 2007, U.S. Aquafina bottles added wording describing the water as coming from a public source. PepsiCo presented the change as a clarification rather than a change in the product's purification process. The episode reflected broader debates about bottled-water labeling, municipal water systems and the difference between purified, spring and mineral water. Packaging and environmental impact became another recurring issue. The bottled-water industry has been criticized for using plastic containers that require petrochemical inputs and generate waste. In 2009, PepsiCo introduced a lighter Aquafina bottle weighing approximately 10.9 grams, and reported that the redesign reduced plastic use by about 75 million pounds. The brand has continued to sell a range of container sizes, from single-serve bottles to larger 1.5-liter formats, although exact availability varies by market. Aquafina's marketing has also relied on sports visibility. The brand has been associated with Major League Baseball and has sponsored or been identified with organizations and teams including Major League Soccer, the Professional Golfers' Association of America, the Arizona Diamondbacks, the Carolina Panthers, the New York Giants, Hendrick Motorsports and NASCAR driver Kasey Kahne. These relationships helped position bottled water as a mainstream refreshment product and connected the brand with athletic performance and outdoor consumption. A legal dispute involving the brand produced a major but short-lived judgment. Charles Joyce and James Voigt alleged that PepsiCo had appropriated their concept for selling purified bottled water. A $1.26 billion judgment was entered against PepsiCo, but it was vacated on November 6, 2009, after the failure to respond to the lawsuit was attributed to misplaced paperwork. Aquafina remains a PepsiCo bottled-water brand, with its principal identity centered on purified water and its product range adapted to market-specific demand.

• 2010

  U.S. Aquafina Sparkling discontinued

  [1]Aquafinaen.wikipedia.org

  Production of the carbonated Aquafina Sparkling line ended in the United States in late 2010, while some international production reportedly continued.

• 2009

  Lightweight bottle redesign

  [1]Aquafinaen.wikipedia.org

  PepsiCo introduced a lighter Aquafina bottle and reported substantial reductions in plastic use.

• 2009

  Aquafina-related judgment vacated

  [1]Aquafinaen.wikipedia.org

  A $1.26 billion judgment in an idea-appropriation case against PepsiCo was vacated on November 6, 2009.

• 2008

  Major League Baseball association

  [1]Aquafinaen.wikipedia.org

  Aquafina was identified as the official water of Major League Baseball beginning with the 2008 season.

• 2007

  Public-source wording added to U.S. bottles

  [1]Aquafinaen.wikipedia.org

  Aquafina packaging began identifying the water as originating from a public source, responding to concerns about source disclosure.

• 2007

  Aquafina Alive introduced

  [1]Aquafinaen.wikipedia.org

  The brand introduced Aquafina Alive, a low-calorie vitamin-enhanced water beverage that was later discontinued in the United States.

• 2005

  FlavorSplash launched

  [1]Aquafinaen.wikipedia.org

  PepsiCo introduced Aquafina FlavorSplash, a noncarbonated flavored-water line marketed as having no calories and no carbohydrates.

• 1994

  First Aquafina distribution

  [1]Aquafinaen.wikipedia.org

  Aquafina was first distributed in Wichita, Kansas, in July 1994, before expanding across the United States.

• 1987

  Earlier PepsiCo water-market attempt

  [1]Aquafinaen.wikipedia.org

  PepsiCo pursued an earlier bottled-water initiative associated with Ice Mountain, one of several efforts that preceded Aquafina.

Mass-market purified water emphasizing clean taste, refreshment, portability and broad availability.

• Purified bottled water · 1994

  Aquafina Purified Water

  The brand's core still-water product is sourced from public or municipal water supplies and processed through a multistage purification system. The process described for Aquafina includes reverse osmosis, ultraviolet treatment and ozone sterilization. It is sold in numerous single-serve and larger bottle formats, with package sizes and labeling varying by market.

• Flavored noncarbonated water · 2005

  Aquafina FlavorSplash

  FlavorSplash is a noncarbonated flavored-water extension introduced in 2005. It was marketed as containing no calories and no carbohydrates and used sucralose for sweetness. Reported flavors included grape, strawberry kiwi, wild berry, raspberry, lemon and peach mango. Availability has varied by market and period.

• Carbonated flavored water

  Aquafina Sparkling

  Aquafina Sparkling was a carbonated flavored-water line. Its production was discontinued in the United States in late 2010, although reference material indicated that the line remained available in some other markets at that time.

• Vitamin-enhanced water beverage · 2007

  Aquafina Alive

  Aquafina Alive was introduced as a low-calorie, vitamin-enhanced water beverage. It was later discontinued in the United States.

• Flavored vitamin-oriented water

  Aquafina plus+

  Aquafina plus+ was a low-calorie flavored water product presented as a vitamin supplement. It was discontinued in the United States, with reference material indicating that it remained in production in selected international markets for a period.

• Licensed personal care

  Aquafina personal-care products

  The Aquafina name has been licensed for use on personal-care products, including lip balm and wrinkle cream. These products extend the trademark beyond beverages and are distinct from the core PepsiCo bottled-water portfolio.

• 2011Sports sponsorship portfolio

  United States

  Reference material identified Aquafina as an official sponsor or partner of Major League Soccer, the Professional Golfers' Association of America, the Arizona Diamondbacks, the Carolina Panthers and the New York Giants, as well as a sponsor of Hendrick Motorsports and NASCAR driver Kasey Kahne.

  Outcome. The portfolio connected the brand with baseball, soccer, golf, professional football and motor racing.

  Source
• 2008Major League Baseball sponsorship

  United States

  Aquafina was promoted as the official water of Major League Baseball beginning with the 2008 season, giving the brand national sports visibility.

  Outcome. The sponsorship strengthened Aquafina's association with professional sports and mainstream refreshment consumption.

  Source

• 2010

  U.S. discontinuation of Aquafina SparklingOther

  Background

  Aquafina maintained several flavored and enhanced-water extensions alongside its core still-water product.

  Action taken

  PepsiCo ended production of Aquafina Sparkling in the United States in late 2010.

  Aftermath

  The carbonated line was no longer produced for the U.S. market, while some international availability was reported.

  Source

• 2009

  Lightweight packaging redesignStrategy

  Background

  Plastic use and the environmental effects of bottled-water packaging were subjects of criticism across the industry.

  Action taken

  PepsiCo redesigned the Aquafina bottle to reduce its weight to approximately 10.9 grams.

  Aftermath

  PepsiCo reported that the redesign reduced plastic use by approximately 75 million pounds.

  Source

• 2009

  Resolution of bottled-water idea lawsuitOther

  Background

  Charles Joyce and James Voigt alleged that PepsiCo had taken their idea for selling purified bottled water under the Aquafina concept.

  Action taken

  A $1.26 billion judgment was entered against PepsiCo and subsequently vacated on November 6, 2009, after PepsiCo's failure to respond was attributed to misplaced paperwork.

  Aftermath

  The judgment did not remain in force. The dispute remains a legal episode associated with the brand rather than a change to Aquafina's ownership or operating status.

  Judgment amount. (2009; judgment later vacated)

  Source

• 2007

  Clarification of water-source labelingStrategy

  Background

  Advocates and commentators questioned whether consumers understood that purified bottled water could originate from public water supplies.

  Action taken

  Aquafina added wording to U.S. bottles stating that the water came from a public source.

  Aftermath

  The change made the source description more explicit while retaining the brand's purified-water production process.

  Source

1. 1Aquafinaen.wikipedia.org
2. 2Aquafina official websiteaquafina.com