If we all thought Beyoncé was sending messages with her Lemonade music about the infidelity of Jay Z and ‘Becky’ with the great hair, what can we interpret from her latest business investment to WTRMLN WTR?

Beyoncé, who was the former face of a Pepsi, one of the world’s biggest selling high-sugar soft drinks (a deal costing the brand a staggering $50m); now focusses on attaching her own personal brand to products which align to her beliefs.

I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world,” she said in a statement. “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet.

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The Pepsi alignment never really sat well with the Beyonce brand, especially while at the same time she was fronting Michelle Obama‘s Let’s Move fitness campaign. And it has been reported that the campaign did not prosper for Pepsi either with sales dropping between 4 to 7% in North America after Bey came on board. However with soft drink consumption rates dropping globally, can we really blame Bey?

Either way Beyoncé has done what more and more future-focused businesses have adopted; you need to align to your purpose and not financial rewards alone. Beyoncé has continued to move into the wellness space with her Ivy Park/Top Shop joint venture brand launch. A brand which is built on Beyoncé’s ethos of strength, wellness and health; all wrapped up in female empowerment.

Plus it doesn’t hurt that the wellness category is a growing and sizable category, athleisure alone is a $2bn category growing at 6% within Australia.

Author Jessica Sinclair

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