Purifying Bottled Water Marketing

PepsiCo has said it is changing labeling on its Aquafina bottled water brand to include information that the source of the product is tap water. The label refers to the water source as “P.W.S.” (Public Water Source). The move comes in response to pressure from advocacy groups for bottled water marketers to refrain from misleading marketing practices. In the case of Aquafina, package graphics depicting a mountain scene creates an image that the product must come from a mountain spring. While PepsiCo has shown no signs of attempting to manipulate this brand association, it is a pre-emptive strike by consumer advocates to prevent such a tactic from being used.

PepsiCo should be commended for taking this action. It is not a grand act of social responsibility by any means, but acknowledging the source of the water removes any uncertainty in consumers’ minds and removes the possibility of being accused of misleading marketing practices. The market for bottled water is strong enough that PepsiCo or any other company does not have to walk a line between ethical and deceptive marketing practices in order to make the product more appealing to consumers. Link

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy