Atom Factory, the entertainment and artist management company led by Lady Gaga’s manager Troy Carter, is launching a new beverage called Pop Water. Gaga posted on her Facebook page Monday. “This is the real thing. Nothing fake or artificial. A genuine alternative to soda that has only 30 calories and just the right amount of pop.”
Atom Factory, the Los Angeles based multi-dimensional entertainment and artist management company led by industry visionary Troy Carter, is launching a new beverage called Pop Water. Pop Water, fully conceived, produced and funded as an internal project at Atom Factory, will be available to consumers in January 2013 and will launch with four flavors: apple, orange, pineapple & grape. The beverage is all natural, and each 11.2oz can contains only 30 calories and 7 grams of sugar.
“After working closely with our friends at Coca Cola and Pepsi on various music related initiatives over the years, we were inspired to create a beverage that had music and pop culture in its DNA. Terry Richardson and our creative team are bringing this vision to life and we”re excited to have them tell this story,” said Troy Carter, founder and CEO of Atom Factory.
As a thought leading company in both entertainment and technology, Atom Factory is using the same knowledge and approach that it applies to its music and tech projects with the new Pop Water brand. In addition, they wanted to create a beverage that was healthier than a soda, but more fun than a traditional water. The product will be available initially in Southern California, with a national rollout scheduled for later in the year. To bring the product to market, they’ll employ a hybrid system of DSD distributors and direct store.
Carter feels the biggest opportunity for Pop Water is to market itself around the current healthy-food movement. "We see what's happening in New York with Mayor Bloomberg and this consciousness throughout the country where people want to get healthier, looking for alternatives," he says. "When we saw what was happening with Subway and how they completely disrupted McDonald's…it's a bigger movement than what we expected."
(Pop Water website's image splash page & Publicity Image)
