Forget dropping last names to cement your superstardom (Madonna, Beyonce); it's all about dropping those pesky first syllables.
Take it from "Qua," the brand-new bottled tap water from PepsiCo, which was first introduced to the Hollywood set last night at the Golden Globes. Not to be weighed down by unsightly extra A's, Qua is Pepsi's attempt to compete in the sexy premium aqua (get it?) category, taking its place alongside the likes of Evian, Fiji, Voss and Coca-Cola's own Smartwater. Like the rest of its kind, Qua earns its higher price tag mostly from branding, from its sleek bottle design to its being "micro-filtered," and sodium-free.
Associated Press reports Qua will be tested in California over the summer before expanding to other markets, and that its name and design could change before then. Let's hope so, because the alternative sounds a little too unintentionally French.