United States is the largest consumer of bottled water and since water bottles are made of a type of plastic which is difficult to break down, 86% of the bottles become garbage. Landfill clogging by these bottles became a major issue and many city councils took action by banning the bottles in government meetings, replacing them with water pitchers and drinking fountains. Restaurants too joined in, encouraging the use of tap water.
The environmentalists started a campaign and the bottled water industry reacted by releasing advertisements. On radio programs, the bottled water industry spokesmen argued that the issue is consumer choice; if a consumer has the freedom to eat a mango grown in Philippines, he also has the freedom to drink San Pellegrino.
After all that initial posturing the bottled water industry is now trying to accommodate the environmentalists, so that they are not seen on the wrong side in this issue. The solution they came up did not make the bottle disappear, but made it eco friendly by featuring smaller labels and bottles made with less plastic.
The present trend is growing environmental awareness among private businesses to make up for unenthusiastic stance of the Bush Administration. Buying from farmers market is popular and Low Carbon diet is the new mantra. The rising popularity of the environmental movement has recognition among politicians on both sides of the aisle and nothing says it better than this advertisment.