Many people are finally waking up to the fact that pre-packaged
bottled water is just not necessary. It has even been banned in places
like Grand Canyon National Park. Over 90 U.S. universities have either banned or plan to ban bottled water on their campuses, according to the Ecologist, and over 100 U.S. towns and cities have also banned most forms of bottled water.
The
bottled water industry is not taking this backlash lying down. Instead
it has launched a marketing battle “to turn the public back onto plastic
bottled water,” as the Ecologist puts it. In the U.S., the battle is
being waged by the International Bottled Water Association (IBWA) trade
association. The IBWA even launched a YouTube video
against what it terms the “anti-bottled water activism on college
campuses.” The video, titled, Student Activism: 101, paints college
campus bottled water bans as a matter of “freedom of choice.”
Chris Hogan, IBWA Vice President of Communications said in a statement
about the release of the video that a “ban on the sale of bottled water
on college campuses restricts freedom of choice for students to choose
one of the healthiest beverages available in vending machines.”
Hogan
added, “Removing the students’ freedom to choose packaged water is a
serious issue. Telling students that they can or cannot buy bottled
water is a step backwards, especially with the growing rates of obesity
and diabetes in theU.S.”
Looking at other IBWA press releases
shows the fierceness of the organization’s marketing war against bottled
war bans. When the University of Vermont enacted a ban on the sale of
bottle water on its campus, the IBWA fought back with a statement
that said the school’s mandate that “vending machines contain one-third
healthy beverages, sends a contradictory and confusing message to its
students.” The statement added that the decision to ban bottled water
sales “also restricts freedom of choice for students to choose one of
the healthiest beverages available in vending machines.”
The IBWA
is fighting back with more than just press releases. The organization’s
website asks consumers to “sign up to support bottled water” by signing a
petition.
The petition states that the signer acknowledges “that you drink
bottled water and understand that it is a safe, healthy, high-quality
product that should remain a beverage choice for all consumers.” People
are asked to sign the petition because “with bottled water, I’ll always
have a source for clean, drinkable water in times of emergencies such as
hurricanes, floods, or boil alerts.”
I am reminded of what the
comedian Lewis Black, during a stand up comedy act, jokingly called
bottled water: “The end of water as we know it.” He asked, “How dumb do
they [the bottled water companies] think we are?” Apparently, the
bottled water industry, and in particular, the IBWA, thinks that the
American people are incredibly dumb. However, they just might be
surprised if this campaign backfires…
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