When I grow up, I want to get a job (or an internship, or just a stint in the mail room) with Corporate Accountability International, the folks who are behind the recent announcement by PepsiCo that they will label their Aquafina bottled water for what it is - tap water that's been filtered a few extra times. It's good news in the world of truth-in-marketing, and a nice success story for a so-called "corporate watchdog." (Blog entry for another day: why do we need so many corporate watchdogs? Hmmm.)
And yet, Pepsi will continue to promote the unique benefits of their Water(TM) - 0 calories, 0 sodium, 0 carbs, hooray! - just as every other bottled water maker will continue to sell their product as one of the best possible ways we can consume Water(TM). Consumers will probably continue to buy large cases of plastic bottles with plastic caps filled with Water(TM). Public drinking fountains will continue to be replaced by vending machines that glow into the night.