August 15, 2007
Brita, Nalgene Take Advantage Of Bottled Water Backlash
Brita and Nalgene Outdoor Products are teaming up to help reduce bottled water waste by getting people to take a pledge to stop drinking bottled water. The companies have launched a website, www.FilterForGood.com, where consumers can pledge to switch to a reusable water bottle filled with home-filtered water – and purchase Nalgene and Brita products.
It’s an interesting partnership, and a more interesting marketing campaign, with Brita selling the water filtration products and Nalgene selling the reusable water bottles. The timing can’t be better, with bottled water taking a beating lately in the press. For example, check out this article from The New York Times and this one from Fast Company.
San Francisco’s Mayor Gavin Newsom recently issued an executive order prohibiting city departments from buying bottled water. Chicago is talking about a bottled water tax.
For each Nalgene, FilterForGood refillable bottle purchased between now and the end of the year, a $4 donation, up to $25,000, will be made to the Blue Planet Run Foundation, a nonprofit organization working to provide safe drinking water to 200 million people by 2027.
This isn’t the first environmental campaign from Nalgene. Last year, it launched Refill Not Landfill, a similar campaign that also involved a pledge.
Nalgene and Brita aren’t the only companies that could benefit from the bottled water backlash. Sigg USA, which competes with Nalgene, promotes its reusable aluminum bottles as eco-friendly and stylish — “It’s not what you drink,” the Sigg slogan goes, “it’s what you drink it in” — has seen sales shoot up 200 percent in the last three months, said Steve Wasik, the company’s general manager, The LA Times reports.
At New York Fashion Week in September, runway models and stylists working for seven designers will carry Siggs filled with tap water under a deal inked with Aveda, a unit of Estee Lauder that is sponsoring the enterprise.
Here are some statistics from Britta and Nalgene:
- Of the 50 billion plastic water bottles used by Americans in 2006, 38 billion of them were thrown away, unrecycled.
- Last year, the average American used 167 water bottles, but only recycled 38.
- More than 60 million plastic water bottles are thrown away every day in the U.S.
Advertisers
Stay competitive through sustainability.
Find out how at the SAP Sustainability Resource Center. >>
EFFECTIVELY MANAGE WATER COMPLIANCE
Understand how increased enforcement may affect your company. Find out more >>
EPA mandatory emissions reporting starts Jan 1st
CSA Standards can help your organization get ready for compliance. Find out how. >>
Join the Discussion
Recent Daily News [ see all ]
- 11/06/2009
- 11/05/2009
- 11/04/2009
- Emissions Intensity Falling Globally
- JohnsonDiversey Ups GHG Reduction Target to 25%
- Sainsbury’s Offers Free London Electric Car Charging
- Carbon Trading Could Trigger a ‘Sub-prime Style’ Economic Crash
- Peabody, Exxon Accused of Undermining Climate Talks
- BMW, Toyota, Ford Tout Eco-cars
- In ‘Apathy Gap,’ Energy Efficiency at Home Ranks Low
- China Pushes for CO2 Storage, Not Emissions Reductions
- Clean Tech VC Funding On Rebound, Up 50% Since 2nd Quarter
- IECC Building Code Recommendations Add Up to 30% in Energy Efficiency Gains
- Disney Buys $7M in Reforestation Offsets, a Corporate Record
- McKesson to Save $300K Via Fuel-Efficient Vehicles
- Sprint to Save $2.1M With Eco-Friendly Packaging
- U.S. Export-Import Bank Adopts Carbon Policy to Support Renewable Energy
- Greening the Automotive Supply Chain
- Yokohama Rubber Cuts GHG Emissions 13.4% in 2008
- Electronics Industry Lawsuit Called ‘Attack on States’ Rights’
- Wal-Mart Adding LEDs to 650 Stores
- One Committee Down for Senate Climate Bill, Five More to Go
- EU Poised to Give Heavy Industry Free Carbon Permits
- ResponsibleTravel.com Scuttles Carbon Offsetting Option
- U.S. Cap-and-Trade Creates Winners and Losers among Largest Emitters
- DOE Awards $155M to Make Industrial Sector More Energy Efficient
- System Upgrades Power Up Energy Savings for Hotels
- Xerox Cuts GHG Emissions by 20% from 2002
- Waste Management Landfill Gas Project Complete
- Intel, Pepsi, Kohl’s Stay Atop Green Power Partnership list
- Wal-Mart Thinks Big With Smaller Stores
- Despite Critics, Gore ‘Proud’ to Invest in Green Firms
- Metal Recyclers Spar Over Ship Recycling Site
Industry Voices [ see all ]
A Roadmap for a Renewable Energy Partnership
Brad Cashaw
Vice President
Quaker Foods and Snacks Supply Chain and Sustainability
Forest Carbon Core to Climate Change Deal
Chris Elliott
Forest Carbon Initiative Lead
World Wildlife Fund
VCS and CarbonFix Tops in Review of Forestry Carbon Standards
Paulo Lopes
Carbon Management Consultant
Carbon Clear







Reader Comments
If Brita wanted to be truly green, it would create a program for recycling its plastic filter cartridges, as is already being done in Europe. http://www.takebackthefilter.org
Beth Terry | June 10th, 2008