From France to Fiji, bottled water brands rely on spring-based provenance to lure customers. A newcomer is focusing on a different kind of message: positivity. A Bottle Of, which claims to be Australia's first Naturally Positive spring water, currently comes in three varieties: wellbeing, love and strength.
Launched last December by Heidi Albertiri, a flower stylist who believes in the power of positivity, A Bottle Of hopes to lift people's moods, encouraging them to "Sip it - Say it - Absorb it - Feel it - Think about it - Repeat it - Believe it". Given the size of both the self-help market and the bottled water industry, there's something to be said for a brand that combines the two.
A Bottle Of is currently sold through a small number of retailers, yoga centers and gyms in New South Wales and Victoria, and the company is actively seeking stockists in Melbourne and Sydney. Furthering its message of positive change, a nickel from each bottle sold goes to Food Water Shelter, a not-for-profit organisation that builds eco-friendly children's villages in Tanzania. How about licensing the brand to other regions where consumers would welcome an affirmational sip?
Website: www.abottleof.com.au
Contact: info@abottleof.com.au
Are they going to build the 'eco-friendly villages' out of the plastic bottles?
What about the CO2 footprint of these 'positive' products. And the water wasted on producing the packaging? Come on Springwise, bottled water is lame and totally uncool.
While no one will dispute that we need to reduce the amount of waste produced for consumer products, I think the focus on water bottles is a bit one-sided. How about people who drink Coke instead of water? That comes in plastic bottles... Not to mention the amount of waste produced by fast food restaurants, or the crazy amount of plastic used for packaging. Proclaiming that bottled water is evil—just because it's an easy target—seems like an oversimplification of the larger issues at hand.
Well if you want to defend the plastic bottles that is fine. However the whole glib nature of the positive thinking cult. Various research papers have recently concluded that the "positive thinking" phenomenon could cause people damage and the most excellent book "Bright-Sided: How the Relentless Promotion of Positive Thinking Has Undermined America ". Myself, I think someone found a "new age" business plan checklist and threw it at water.
Not defending plastic bottles -- just think that fixating on them isn't useful. Every consumer uses the planet's limited resources in different ways. Ideally, people would be able to make completely informed decisions about their "eco spending" habits. Someone might not fly to exotic destinations for holidays, for example, but will buy a bottle of water once a week.
There is a way to build eco-friendly villages from empty water bottles.
Visit www.eco-connectbottle.com to learn how any brand's empty plastic bottles can have secondary usage that will encourage safe and imaginative child play, reduce waste and provide humanitarian benefits in developing nations.
You Tube http://www.youtube.com/watch?v=NCF07JFDAlk
Well, since the post is about bottled water, it's quite natural to address that, not flying or fast food. Who's fixating? My point is just that Springwise need not promote something unsustainable (and frankly not quite innovative). It's simply not cool or interesting. Besides, coming from a country (Denmark) where tap water again and again is proven to be cleaner, bottled water just seem so stupid.