In today's issue of Brand Week, Kenneth Hein has written an article about how Coke and Pepsi are suffering a "beverage backlash." Bottled water growth rates are slipping into the single digits, down from double digit growth experienced for the last decade.
To accelerate demand, these beverage giants are signing up celebrities to hawk bottled water by offering part of the proceeds from bottled water sales to various charities that are organized around clean water initiatives.
I'm all for supporting philanthropic giving and believe that making a profit while doing so is just fine (ala RED). This giving, however, comes with a price that is unacceptable. This giving is attached to the propagation of indelible waste.
Wake up Coke and Pepsi and shame on you Mr. Damon! Stop trying to justify trafficking bottled water by stimulating demand and cloaking its purchase in celebrity endorsement and good causes.
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