Hyper-segmentation trend: A bottled water brand just for teens

We recently wrote quite a bit about the many products that are being marketed specifically to women, even though the items themselves are not at all gender-specific, like earplugs. Now PepsiCo, the makers of Pepsi and other soft drinks, is marketing a bottled-water brand aimed squarely at the teenage. PepsiCo is using its own Aquafina water brand to create a lineup of FlavorSplash waters geared towards 13- to 19-year-olds. The drinks are candy-colored sparkling waters that are more healthful than the sodas that the company currently markets to their so-called Pepsi Generation. What is interesting from a trends perspective is that this younger generation is intrinsically more interested in health and clean living then their older siblings. These young people have grown up in an environment in which culture is talking about fresher, more healthful foods. Cleaner living is part of their DNA.