Bottled water companies have had to get imaginative to distinguish their products from one another, because, as many watchdog groups have pointed out, all of it is pretty much just water (often filtered tap water) in a plastic bottle, and it’s often not as “pure” as tap water. That hasn’t stopped vendors from using everything from school spirit to New Age-y interpretations of quantum physics to position their products as unique.
The latest marketing trend for bottled water? Organic. Yep, that’s right. A number of companies now market “organic water.”