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What can we expect from this? A Brooke Candy music video? An exclusive duet between Lepore and Candy? Music is at the heart of the brand after all…

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Here’s a video of Creative Director of the brand, Terry Richardson himself trying his very first taste of POPwater. His reaction is extremely genuine, which can only be a good sign. Starting today, you can preorder a limited edition 4-pack of POPwater’s signature flavors (orange, pineapple, apple and grape) plus a POPwater t-shirt. The brand officially launches on April 16 with product hitting shelves in Los Angeles first and then the rest of America.

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Gaga will feature in the campaign (along with her music, I assume), that will be shot by Richardson, the brand’s creative director.

As someone who has worked on some of the biggest cultural collaborations in soft drinks history (notably Diet Coke by Karl Lagerfeld and Jean Paul Gaultier) and who has had visibility on campaigns such as Mark Ronson’s Olympic campaign for Coca-Cola and Nicki’s campaign for Pepsi, it strikes me as somewhat odd that Troy Carter would go as far as to say that “none of the brands had music in their DNA”.

Pop music has a hugely strong heritage with both Coca-Cola and Pepsi (Madonna, Elton, Britney, Beyonce, Jennifer Lopez, Michael Jackson and so forth), so it will be interesting to see how intrinsic pop music will actually be to the launch and ongoing consumer engagement for POP, and how the team plans for its marketing to be so vastly different from its competitors.

POP will be marketed as a healthier alternative to sugary soft drinks — an 11.2 oz can will contain 30 calories and 7 grams of sugar. Flavours at launch will include apple, orange, pineapple and grape.

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