• Brandweek, Tuesday, February 19, 2008 10:45 AM

As consumer concern about the impact of bottled water on the environment grows, PepsiCo and Coca-Cola are fighting back with charitable ties and A-list celebrity endorsements. The efforts come as the $16 billion bottled water segment is suffering on two fronts: shifting consumer tastes to teas, enhanced waters and energy drinks; and plastic PET packaging which has riled environmentalists.

PepsiCo will make a splash around World Water Day (March 22) when actor Matt Damon will promote his H20 Africa clean water initiative, to which PepsiCo donated $2.5 million, sources say. The star also is expected to trumpet the mission of Ethos bottled water. PepsiCo will begin national distribution of Ethos later this month under its North American Coffee Partnership with Starbucks. For every bottle sold, a nickel goes to helping children around the world get clean drinking water.

Not to be outdone, sources say Coca-Cola North America is developing plans for its own socially responsible water brand. Brian Kelley, Coke's new president and gm of still beverages, is said to be looking for a superstar with which to co-brand the new beverage.

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