SoBE Life water gets makeover

SoBe, the energy drink brand from PepsiCo, has undergone a makeover for its Life Water line in customized bottles.

Life Water now comes in 20-ounce hot-filled polyethylene terephthalate (PET) bottles with eccentric indentation on the necks, which are embossed with the line’s “naked lizard” icon. The vitamin- and herb-enhanced water sports redesigned polypropylene labels, color-matched to the five product flavors.

Each variety’s label features a different verb (such as “enlighten” and “challenge”) matched to the phrase “…your life.” The verbs specify what each product’s herbal supplement is supposed to do; “challenge,” for instance, on the pomegranate-cherry flavor, refers to the supposed stimulating effect of that product’s additives, taurine and ginseng.