Bottled water may have to learn to lose its bottle

Following your Voxpop on bottled water (DW 28 February), we must remember that bottled water competes less with tap water, and more with a broad range of soft drinks. This is especially true for kids, teens and those in their early 20s. As such, it is obviously a healthy choice and one to be encouraged. It is as much to do with the act of holding the bottle and drinking from it… and, of course, desirable branding.

Therefore strategically, the opportunity for bottled water is to ensure that it is positioned as ‘water +’, be it sparkling, added vitamins and minerals or even fruit juice. Perhaps the challenge is to stop people calling it bottled water.

Vicky Bullen, Chief executive, Coley Porter Bell, London SW1

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