Publicis-Metro executive creative director Donald Ee said the launch campaign had to be 'edgy' if it was to make itself a true alternative proposition to Aqua. "It's virtually impossible to upstage ...

Though we're all about our reusable water bottles (and everything related to the Stanley tumbler), the love we have for fancy-shmancy bottled water is just undeniable. Despite the crisp, cold ...

How did the nascent bottled water industry make a market for a product that for much of the past century was largely viewed as an unnecessary or wasteful luxury good? In just four decades, this ...