Bling H2O and Ethics

Bling H20 the worlds’ most expensive bottled water has created great controversy. Originally only for hand selected athletes and actors, the company are now making it more available.

A news article published in the Sun Herald on 29th October 2006 quoted Kevin. G Boyd the company founder stated ‘we have had over one-million hits on the Bling website in the last fourteen days’ he further stated ‘Australia is in the top-five countries hitting the site’.

Consumers in Australia for Bling H20 would be consumers with high disposable such as males and females aged from twenty-five and up. The geographic area of these consumers would essentially be the inner city, Northern suburbs and Eastern suburbs where the price of living is higher and social status is of most importance.

By also targeting celebrities and athletes it is indirectly influencing the buying patterns of those who want to be associated with ‘coolness and sexiness’.

The bottled water in Australia has grown by 20% from 2003 to 2004 compared to 5% of fizzy drink, which has created more competitors in the market stated in the Sydney Morning Herald on the 3rd January 2004 to 5% of fizzy drink, which has created more competitors in the market. Bottled water is merely about quality these days, as it is all about the brand, with the industry devoting just as much marketing to bottled water as it does to soft drinks.

Bottle water has been criticised for not containing fluoride which made assumptions between bottled water and increased cavities. Since this fluoride has been made legal in Australia since July 2009.

An article written by Jason Koutsoukis in The Age on August 19, 2007 pointed out according to the Australasian Bottled Water Institute, we spend about $385 million a year on bottled water. Further statistics show Australia’s love affair with bottled water is costing the planet 314,000 barrels of oil a year.

There are many ethical and social concerns with Bling H2O. As published in the Bottled Water...