Rural Water - Quarter 4, 2008 - (Page 25)

THERE’S A BILLION dollar bully doing business here in Kansas armed with a Madison Avenue marketing shtick that has attacked Kansas’s taxpayer-supported water systems. This corporate, bare-knuckled bully is the bottled water industry. For decades, water bottlers and their hired gun ad agency hucksters have spun a seductive web that has convinced an entire population that their “one-of-a-kind” water sources provide a healthier drink and a hipper image. And, they have promoted the idea that bottled water products aren’t just good, but are the moral equivalent of Mt. Everest. The bottled water industry attack dog, the International Bottled Water Association (IBWA), takes no prisoners in a relentless public relations effort to protect the billions of dollars flowing into members’ coffers. What’s been said and done The conflict This summer, upscale restaurant tive healthcare disclosures on smoking Despite industry high-priced talk, owners nationwide took note of the fawere made during the 1950s. The ads bottled water just doesn’t walk the walk. mous Berkeley eatery, Chez Panisse, are trying to deﬂect criticism and recast It’s not healthier, safer or anything but when owner Patty Waters decided to the debate. a handy, expensive indulgence over tap deep-six bottled water at the Chez. SevThe summer’s ﬁ rst salvo was fullwater. And, like a leaked White House eral other upscale Bay Area restaurants page ads in the New York Times and San memo, there was a national “ah ha” quickly booted bottled water in the name Francisco Chronicle. The ads, explained moment this summer when an indusof conservation, prompting restaurants by Joe Doss, chief executive of the IBWA, try biggie was forced to plainly state from coast to coast to do the same. “No one should dissuade consumers from on bottle labels that their water source San Francisco Mayor Gavin Newson drinking water in a country where diabewas, of all things, the local tap water! became the ﬁ rst to outlaw city-funded tes, obesity and heart disease are threatThe pressure was applied to PepsiCo to bottled water. Soon after, New York City ening public health. It’s not a bottled tell the truth, in writing, on Aquaﬁ na initiated its new ad campaign, “Get Your water versus tap water issue; water is a bottle labels. The consumer campaign Fill,” marketing New York’s extra ﬁ ne very healthy drink that shouldn’t be diswas orchestrated by Corporate Accounttap water over the bottle. Salt Lake City couraged.” The ads also tell consumers ability International (CAI), a non-proﬁt Mayor Rocky Anderson had a similar that drinking out of plastic bottles has organization that helps protect consummessage for his city employees – use tap become the American norm in this go-go ers from corporate abuse. They forced water, don’t buy bottled! The U.S. Consociety, and isn’t limited to water. the company to come clean. ference of Mayors “The industry is made a proclamation coming under presto bring attention to sure,” said Gigi Kel- Many consumers nationally have been simply lett, director of a camskipping the bottled water purchase. It’s just as easy the importance of public water systems paign to educate the and how vulnerable public on the prob- for many to fill a dishwasher-safe “Nalgene” bottle they are to bottled lems with the bottled water. Other citwater industry by with locally produced and EPA-protected tap water ies nationwide have CAI. “People are ask- for the trip to the ballgame. since banned citying questions, and the funded purchases of bottled water associabottled water. Skeptics haven’t been convinced of tion is rolling out a campaign to polish As reported in August by the Chicago the industry’s ad claims, calling them their image.” Sun Times, Chicago might have a unique just another attempt by the corporations There’s since been a perfect storm approach to relieving a $217.7 million to shine their image and advertise a prodof criticism and actions taken against budget gap for the upcoming year. The uct that isn’t necessary. It is a bottled wathe industry. The IBWA has rallied the idea came from Alderman George Cárdeter versus tap water issue. We don’t argue troops to spend whatever amount of nas, who proposed taxing bottled water with the IBWA’s claim that people should money is needed to pay for a comprewith a 10 to 25 cent per bottle tax to rehydrate with healthy water – we just hensive advertising and public relations duce landﬁ ll costs and close a nearly $40 think that it should be healthy tap water campaign. This campaign is reminiscent million shortfall in the city’s water >>26 we hydrate with, not bottled water. of cigarette industry efforts after negaFourth Quarter 2008 • 25

Table of Contents Feed for the Digital Edition of Rural Water - Quarter 4, 2008

Rural Water - Quarter 4, 2008 Contents From the President Rural Water: Where are We Headed? The Future of Water in America Bank Collateral Controls in Nervous Times Bottle of Water or Billion Dollar Bully? Aqua Chocolate No Mas Why Even Small Water Systems Should Have Personnel Policy Manuals Safe Drinking Water Regulatory Update 2008 NRWA Industry Event Throwing My Loop Advertisers.com Index to Advertisers From the CEO

Rural Water - Quarter 4, 2008

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