About three weeks ago I vowed to drink less bottled water (I’ve only had one bottle of Ramlösa since then). I have also followed closely the coverage in Swedish media on the water industry. The angle is simple: bottled water produces substantial emissions from transportation. What’s interesting here is how the voices of the water bottling industry effectively change the agenda. By switching the argument from environment to health, the soft drink companies become the bad guys.

I’ve made a simple scheme of this which show the pattern of how the worse option can become the best option by tapping on to another significant macro trend.

Click to enlarge

Also read:
San Francisco bans bottled water
Bottled-water industry fights back