Brita and Nalgene - Fighting Waste

Brita and Nalgene have teamed up for a Filter for Good campaign against bottled water. They claim that last year Americans threw away $1 billion worth of plastic bottles, including 1.5 million barrels of oil for manufacture.

Bottled water in the western world is a monument to waste. 30 years ago, people found the idea of bottling water risible. How many marketing dollars did it take to turn that around? Resist the hype and run your own blind taste test: two bottles of water and 2 samples of tap water. You might be surprised at the results.

Of course Brita and Nalgene will benefit if people drink less bottled water. Is this part of a greater rebranding effort? What other business can be spun as in the 'waste fighting' business?