Lacking Green credibility? Just change the name

A few weeks ago you posed the question ‘How might bottled water brands rethink their strategy?’ in the light of Thames Water’s push to get Londoners to behave sustainably and drink more tap water (Voxpop, DW 28 February).

First, we must remember that bottled water brands compete less directly with tap water, and more directly with a broad range of soft drinks. This is especially true for children, teenagers and those in their early 20s.

As such, it is obviously a healthy choice and one to be encouraged.

It is also as much to do with the simple act of holding the bottle and drinking from it – and, of course, the ‘desirable’ branding.

Therefore, strategically, the opportunity for bottled water brands is clearly to ensure the product is positioned as ‘water-plus’ – whether it be 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, by e-mail

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