Press Release | Fun

LIFEWTR™ Partners with Club Nomadic to Create ‘Art After Dark’ Super Bowl 2017 Experience with Headliner Bruno Mars and Special Performance by DJ Khaled


HOUSTON (Jan. 9, 2017) – LIFEWTR, a new premium bottled water from PepsiCo featuring captivating label designs by emerging artists, today announced its partnership with the ultimate traveling night club, Club Nomadic, for Super Bowl 2017. LIFEWTR will host “Art After Dark” – an entertainment experience fusing music, technology and art – Friday night, Feb. 3, 2017 during Super Week in Houston with Grammy® Award winner Bruno Mars as the evening’s headliner with a special performance by DJ Khaled. Tickets sold out in less than one minute, making Art After Dark one of the most coveted experiences in Houston. 

Available across the United States beginning in February 2017, LIFEWTR is a purified water, pH balanced with electrolytes added for taste that is committed to showcasing and advancing the sources of creation and creativity and igniting inspiration. The clean, pure taste of LIFEWTR is enrobed in a bottle that serves as a canvas for art and design, and features rotating label motifs created by emerging artists to provide inspiration on the outside and hydration on the inside. 

During Art After Dark, the LIFEWTR artists’ work will jump off the bottles through an audiovisual experience where their designs will be projected onto the façade of the Club Nomadic building, pulsing to the beat of the venue’s music and setting the stage for the night. Once inside, Art After Dark attendees can explore and discover LIFEWTR with experiential activations throughout the space, including an infinity bottle wall installation sculpture and captivating artist takeover spaces. 

Also, in honor of 1893 from the makers of Pepsi-Cola – a cola blended with premium kola nut extract, real sugar and sparkling water – an exclusive speakeasy-style lounge will be part of the Art After Dark experience. The 1893 Lounge will feature 1893 and bourbon cocktails, transporting attendees to an exclusive and elevated time.

“Art After Dark is more than just a party – it’s an elevated, premium experience in a one-of-a-kind setting with unforgettable music, technology and art around the biggest sports and entertainment event of the year,” said Todd Kaplan, Vice President, Water Portfolio – PepsiCo North America Beverages. “This experience will provide the perfect setting to officially introduce LIFEWTR as a canvas for creatives to share their passions with the world because LIFEWTR believes that inspiration is as essential to life as water.”  

Club Nomadic will serve as the epicenter for entertainment leading up to the big game. The massive 62,500-square-foot, three-tiered nightclub is located in the Sawyers Yard art district off Edwards Street with the Houston skyline serving as a dramatic backdrop. 

For images of LIFEWTR: Art After Dark, please visit:

About PepsiCo
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around us. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit

About Club Nomadic

Club Nomadic is the ultimate entertainment experience that travels to marquee events and destinations across the United States. With over 20 years of experience, Club Nomadic offers a one-of-a-kind setting with first-in-class hospitality and world-class entertainment. Visit for more information.

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