A name and sub-brand was created based on the current established water product Aquafina. With the Aquafina brand foundation, an ecosystem solution was developed to deliver hydration excellence and offer personalized wellness tracking and support. This idea allowed PepsiCo to deliver its products directly to consumers, promoting hydration wellness. A collaboration with business consultants helped develop the business case for a new revenue stream for the sub-brand called Aqua+. Developing and crafting a brand system, behaviors, and product touchpoints showcased the next phase of PepsiCo going beyond the bottle to deliver beverages without single-use plastic bottles.