Bottled water has been a marketing phenomenon over the past decade or so and will no doubt one day go down in marketing history as one of the cleverest new products - alongside tobacco marketing. The ability to have consumers willingly pay disproportionate amounts of money for a commodity is the holy-grail we're all after and perfected by various bottled-beverage companies world wide.
However, with fears of global warming and the negative impact the bottled water category has had in it's contribution, the past few years have been far more difficult for the industry with various projects aimed at discouraging consumers to purchase bottled water.
It would seem a similar initiative has recently started in London. The city will install various "hydrachills" - essentially water fountains - that will allow people to purchase 500ml of water for a nominal fee of 20p, a fraction of what's charged traditionally by bottled water brands. The 20p charge will go to a charity organisation called Waste Watch, whose aim it is to change people's perception and use of natural resources.
Via - Gemma Charles' Green Blog, Brand Republic
