WHAT WE SAY:
One day we will look back in wonder at the madness of the plastic bottled water market. One million plastic bottles a minute are bought worldwide, used for moments, existing for centuries, rarely recycled. And then of course there are the health implications of drinking from plastic. Brita’s 100% aluminium water bottles mark a turning point, offering a lightweight, durable take on the ubiquitous plastic bottle that can be both refilled and infinitely recycled.
This also aligns well with Brita’s brand principles, encouraging us to drink tap water. In the new design book, single-use is always the last resort, so we would love to see other bold beverage brands embrace this ‘sell once, refill many times, then recycle’ model as a genuine route to reducing their impact.