As part of the Think Outside the Bottle campaign, thousands of people across the U.S. have been urging Pepsi to make changes in the Aquafina label, which includes an image of snow-capped mountains and states "pure water, perfect taste." Though the image implies that the source of Aquafina is mountain spring water, it actually uses tap water as its source. In fact, up to 40% of bottled water uses tap water as its source.
"Pepsi's response to the Think Outside the Bottle campaign is an important first step," says Gigi Kellett, Think Outside the Bottle Campaign director. "Concerns about the bottled water industry, and increasing corporate control of water, are growing across the country. It is significant that Pepsi is taking some action, especially since Aquafina is the leading bottled water brand in the U.S."
Pepsi's decision to change the Aquafina label comes in the midst of growing national attention to the bottled water industry. Last month, San Francisco Mayor Gavin Newsom banned city spending on bottled water, and the U.S. Conference of Mayors adopted a resolution highlighting the importance of public water systems and the negative impact of bottled water.
People in the U.S. spent $11 billion on bottled water last year, and Pepsi's Aquafina generated $1.3 billion in revenues in 2005.
From the July 30, 2007, Prepared Foods e-Flash