Blog: Chris MercerBottled water sector scores own-goal?

Chris Mercer | 24 June 2011

What is it that they say the road to Hell is paved with? In my opinion, The International Bottled Water Association (IBWA) could be about to test this theory.

The IBWA has produced a Youtube video that, in its own words, "dispels a myth repeated by some anti-bottled water activists that bottled water which comes from municipal water sources is just tap water in a bottle".

I don't wish to be overly harsh, but I think the industry will find that this perception stretches a little further than a handful of "anti-bottled water activists". Anyone remember The Coca-Cola Co's withdrawal of Dasani in the UK a few years back? The brand has never recovered, even though it sells in other countries.

In any case, I digress. It is understandable that the IBWA wants to show consumers that there is not merely an army of workers dutifully filling bottles from the public water tap in the local park.

However, where this video succeeds, it also fails. To my mind, the whole point about bottled water is that it is perceived to be a 'natural' product.

Isn't filming the inside of a bottled water factory going to open a whole fresh can of worms? How many pipes can you see in any one freeze-frame of the Youtube video? More than the average bottled water consumer would be happy with, I'll wager.



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