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.

 


BLOG

Make way craft, here come the indie brewers

Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...

BLOG

Kent's dire warning puts Coca-Cola woes in the shade

The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...

BLOG

PepsiCo wakes up and smells the latte

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...

BLOG

Coke Life threatens Coca-Cola's united front

It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...

just-drinks homepage



Forgot your password?