Pepsi-Cola needed a name for its new line of enhanced water to be introduced under the SoBe brand. The name had to be consistent with the youth-oriented SoBe identity, yet clearly differentiated from their existing enhanced beverages. The tone had to appeal to a broader target audience without alienating loyal SoBe consumers. The name Life Water, developed by Applebaum, helped establish a strong presence in the category. With a straightforward message and uplifting tone, the name has a broad appeal while remaining true to the uncompromising SoBe brand. The simple and iconic variant names Energize, Calm, Enlighten, and Shield identify the functional benefit of each while reinforcing the overall brand message.