Aquafina is launching the "Eco-Fina Bottle," made with 50 percent lessplastic, eliminating an estimated 75 million pounds of plasticannually.
Aquafina is also driving additional environmental benefits by producingthe bottle at purification centers where filling occurs and byeliminating cardboard base pads from 24-packs, which will contribute tosaving 20 million pounds of corrugate by 2010.
Sounds very eco-friendly, yes?
Of course the folks at PepsiCo's Aquafina want to get the word out about its new eco-friendly bottle.
Apparently, part of the promotional campaign included shipping, via FedEx overnight, 5lb boxes of the new water to journalists around the country.
Oops, this is where the promo came off the rails.
Imagine the carbon cost of manufacturing this special "promotional package" and shipping this across the country. The packages were shipped FedEx--overnight, to journalists who had not requested the water in the first place.
The folks at TechCrunch--the well-known technology blogger, received their package (actually they received two by misstake) and ended up feeding the water (and the bottle) to their dog.
I'm not sure this is the type of publicity Pepsi was looking for.
Sometimes promotions get lost in the translation.
