It looks like misbehaving celebrities aren't the only ones in need of a publicist to cover up their dark side. The Natural Hydration Council, an industry organization formed by Nestle Water, Danone Waters and Highland Spring in the UK, hired a PR agency in an effort to end bottled water to tap water comparisons.
The good news: The deal was likely put into place because bottled water sales are suffering as more and more consumers see the drink as expensive and bad for the environment. In fact, market research firm TNS, reported that sales were down nine percent last year.
The bad news: This six-figure deal is part of a dangerous new trend in the bottled water industry as manufacturers are determined to sell their product. Even though this campaign is happening across the pond, watch out for greenwashing and unfounded claims here in the US, too. Jeremy Clarke, director of the Natural Hydration Council, claims that "bottled water is the cheapest, greenest, healthiest drink on the shelf." Yeah, right! Hopefully we aren't the only ones that know better. Don't fall prey to the PR campaigns and continue to find water on the go at TapIt locations.
Leave a comment