Backlash = Opportunity?

February 22, 2008
/ Print / Reprints /
/ Text Size+

With estimates that Americans toss more than 38 billion plastic water bottles each year, the bottled water sector has become a target for environmental activists (despite industry protests that the bottles account for just 0.33 percent of the country’s waste). As category leaders contemplate how to get out of the negative spotlight, and consumers decide whether to own up to their responsibility to recycle, marketers in other categories are quickly stepping in to leverage the situation. Take the Brita Water Co. The company has teamed with Nalgene, a maker of reusable beverage containers, to launch the FilterForGood campaign (, which encourages people to reduce their “personal waste” by making a pledge to switch to a reusable bottle and filtered tap water. Can bottled water brands learn something? Is there a future in Evian or Figi water filters, for instance? We can’t say. But the takeaway is that there’s an upside (read: opportunity) to every situation.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.


Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png