Just last week I got all over Deer Park for their new print ads. Now, today I came across Fiji Water's new print ad. I really don't want to be the bottled water greenwash police, but Fiji has simply gone too far with this ad. The ad also violates the two greenwash tactics of Dirty Business and Ad Bluster. Didn't they learn anything from their last greenwash outing? Again, I applaud all their eco-actions. However, it seems to be a blatant case of greenwash to POSITION bottled water product as being good for the environment. I'm down with them touting their exemplary behavior, but they shouldn't suggest that buying bottled water is good for the environment.
I repeat: There is nothing about bottled water, other than eliminating the product category, that will truly reduce the impact on the environment.
When will corporate marketers learn to be honest? I'm guessing its when consumers get mad as hell and stop taking it anymore.
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