Case 36: Branding: Making the Same Different, Again
Message in a Bottle
July 2007 article from Fast Company, referenced in Case 36, addresses the economics and psychology behind the bottled water business.
Is your bottled water coming from a faucet?
This July 2004 article from NBC News explains the differences between bottled water labels and provides a rationale why we still need to drink more water.
The Story of Bottled Water
Overview of the history and marketing strategies of bottled water (video).
Bottled water: no longer cool?
April 2007 Fortune article about environmental activists asking tough questions of Coca-Cola and Pepsi’s water brands.
Aquafina from the Aquifer
Pepsi admits that Aquafina is tap water and agrees to modify labels.
Dasani Same as Tap Water
Coca-Cola comes clean and announces that Dasani is tap water.
Penn and Teller’s water experiment
YouTube link of HBO’s Penn & Teller: Bullshit episode referenced in Case 36, where they trick unsuspecting customers with water (video).
The truth about tap
Information about tap water and bottled water updated in 2016 from the National Resources Defense Council.
Mountains of Garbage
This article recounts the waste management impact of bottled water.
Bottled Water’s Carbon Footprint
Environmental scientists calculate the true cost of bottled water.
Is your bottled water worth it?
This 2009 article from Environmental Working Group claims there is a double standard when it comes to tap and bottled water.
In a thirsty world, bottled water seems wasteful
Information from non-profit TheWaterProject.com brings the perspective of the global need for clean drinking water.
Ethical companies still struggle to compete
This 2014 article from The Guardian says companies seeking to end the world’s water crisis have a tough time competing against Nestle and Coca-Cola.
International Bottled Water Association
The authoritative source of information about all types of bottled waters.
Who says branding doesn’t work?
Advertising Age’s Maureen Hall finds that in 2007, branded bottled water is an $11 billion industry.
Water, Water, from everywhere
A water connoisseur examines bottled water from around the world.
Benefits of Bottled Water
Article identifies several benefits to bottled water and offers guidelines for what to look for on the label.
One of the premium bottled water brands, marketed as Norwegian in origin.
Coke and Pepsi’s trick of the century
Article from Business Insider referenced in Case 36 where Coke and Pepsi plan to market bottled water against soda, even their own brands.
Types of Water
Explains various types of water such as mineral water, well water, spring water and more.
The Brand Equity book
Link to publisher Simon & Schuster’s page describing David Aaker’s book Managing Brand Equity: Capitalizing on the Value of a Brand Name
Aquafina gives up its sparkling experiment
June 2015 article in Advertising Age about Aquafina’s decision to focus on actual water.
Custom Branding for Everyone
Why let Pepsi and Nestle make all the money? This site offers people the ability to bottle their own water.
Bottled Water and Health Concerns
Article raises concerns about the health risks associated with the plastic bottles used for bottling water.
AdBusters home page
Official website of the Vancouver organization, referenced at the end of Case 36, with a mission of fighting back against commercial forces.
Bottled Water vs Tap Water on 20/20
Report from the ABC news program compares facts and perceptions about the differences of bottled water and tap water (video).
A branding guide example
The American Heart Association’s branding guidelines.
The most expensive water brands
TheRichest.com serves up the top 10 most expensive bottled waters in the world.