PepsiCo’s contribution to the world of bottled water is a product called Aquafina. Based on what their marketing department is telling us, Aquafina is world changing stuff. Watch the following commercials, then we’ll discuss.
Commercial #1 tells us that Aquafina might contain the drug known as ecstasy. People falling in love with the first person they see after consuming Aquafina, el néctar del amor…geez, a rich guy hugged his doorman.
It is of course possible that I’ve misjudged the intent of all of these public displays of affection and that the commercial is simply a montage of performance artists paying tribute to John McCain.
Commercial #2 suggests that Aquafina is actually booze. I would love to have been a fly on the wall at the meeting where this idea was floated.
Marketing Dept. Rep: Here’s the pitch. Everyone‘s at some German-type brauhaus, and they’re getting sauced - singing, dancing, clanking mugs together. Throw in some soccer players to give it an international feel…but here’s the catch; instead of beer, they’re getting drunk on Aquafina water.
Company CEO: Love it! Start filming this afternoon.
Now time for reality.
PepsiCo Inc. is the latest company to offer some clarity about the source of its top-selling bottled water as it announced on Friday it would change the label on Aquafina water bottles to spell out that the drink comes from the same source as tap water.Tap water. Each portion contributing to a new plastic bottle to dispose of. Not very consistent with the image one gets from purchasing a bottle with the nature-friendly mountain graphic which graces the Aquafina label.
A group called Corporate Accountability International has been pressuring bottled water sellers to curb what it calls misleading marketing practices. The group has criticized PepsiCo over its blue Aquafina label with a mountain logo as perpetuating the misconception that the water comes from spring sources.
Aquafina is the single biggest bottled water brand, and its bottles are now labeled “P.W.S.” The new labels will spell out “public water source.” - Times Leader
As part of the Think Outside the Bottle campaign, thousands of people across the US have been urging Pepsi to make changes in the Aquafina label, which includes an image of snow-capped mountains and states “pure water, perfect taste”. Though the image implies that the source of Aquafina is mountain spring water, it actually uses tap water as its source. In fact, up to 40% of bottled water uses tap water as its source.So to tap or not to tap? The issue isn’t completely cut-and-dry. There are locations where fluoride (among other additives) is included to the tap water, and there are many who have significant questions about the safety of fluoride, but that is a discussion that can perhaps be had at a future date.
… Most people in the world won’t have access to enough water within 20 years, according to the United Nations, and the EPA projects 36 states in the U.S. will experience water shortages even sooner.
Corporate Accountability International members are concerned that marketing of Aquafina and other brand names leads consumers to choose bottled over tap water. People in the U.S. spent $11 billion on bottled water last year, and Pepsi’s Aquafina generated $1.3 billion in revenues in 2005. - Corporate Accountability International