Brand Packaging

NEW AQUAFINA LABELS ON THE WAY

April 23, 2008

A new Aquafina label reflecting the water’s “public” origins will start entering the market within the next few months, according to Nicole Bradley, a Pepsi spokesperson. New label copy will reflect that Aquafina “originates from public water sources” but that it also “goes through a rigorous, seven-step purification process...”. The transition to the new labels is expected to be completed on all package sizes by the end of the year. Corporate Accountability International, an activist group, claims credit for prompting Pepsi to identify its water source; the group has also asked Pepsi to remove the mountain graphic from Aquafina labels, which, it says, implies the product is mountain spring water. Bradley says no other changes are planned for the Aquafina label at this time.