PURCHASE, N.Y. – PepsiCo’s new LIFEWTR premium bottled water will get a boost during the Super Bowl with a 30-second spot, the Wall Street Journal reports. Last year, bottled water sales passed soft drink sales for the first time in the United States, and sales of bottled water have skyrocketed more than 50% during the past 10 years, while U.S. soda volumes have plummeted during the same time period.

Both Pepsi and Coca-Cola have responded with an increased emphasis on their water portfolio. With the national distribution of LIFEWTR, Pepsi is hoping to grab more of the premium bottled water market. Pepsi already sells Aquafina, a lower-priced bottled water and the No. 2 by retail sales in the U.S. bottled water category.

Pepsi has also advertised its commitment to health with the appointment of Liz Mann as the head of its global nutrition division, which has a focus on the long-term plans for the company’s healthier brands, such as Tropicana, Naked and Quaker.

Currently, Nestlé leads the United States in bottled water with the No. 3 and No. 4 brands Nestlé Pure Life and Poland Spring; the company also sells S. Pellegrino and Perrier. Antonio Sciuto, chief marketing officer for Nestlé Waters North America, sees growth opportunities in the U.S. premium water brand, such as Nestlé’s Acqua Panna. Water “is the most exciting category to work in right now,” he said.