PepsiCo's Aquafina, the nation's best-selling brand of bottled water, is launching the Eco-Fina Bottle, the lightest half-liter bottle of any nationally distributed bottled water brand in the market.
At a weight of 10.9 grams, the Eco-Fina Bottle is made with 50 percent less plastic, eliminating an estimated 75 million pounds of plastic annually. Aquafina is also driving additional environmental benefits by producing the bottle at purification centers where filling occurs and by eliminating cardboard base pads from 24-packs, which will contribute to saving 20 million pounds of corrugate by 2010.
The new bottle features a "rippled web" design that goes beyond aesthetics, ensuring its structural soundness and functionality. The Eco-Fina Bottle will be available in 24-packs and begins shipping to retail outlets nationwide this April.
PepsiCo's move to the Eco-Fina bottle follows a similar move by another bottled water giant in the US Market, Nestle. Nestle who owns a large portfolio of bottled water brands including Poland Spring, Arrowhead and Ozarka introduced the "Eco-Shape" bottle which weighs 12.5oz and featured similar design enhancements to improve its structure. Eco-Shape began appearing in Nestle's bottle water in the fall of 2007.
Eco-Fina's launch was carefully orchestrated and a much larger publicized launch than Eco-Shape. PR firms working on the launch sent preview packs to writers and bloggers (we did not receive one) which included a custom graphic box with three filled bottles of Aquafina water.
The preview packs have generated some controversy in the blogosphere over their unsustainable nature and the fact they were sent via overnight Fedex service.
Aquafina even posted a video of the new Eco-Fina on YouTube