Bottled water revolution

New Australian business Free is Better believes its marketing formula can transform the bottled water market and ‘wipe out’ existing brands.

It’s an ingenious idea, based on the model for pocket tissues in Japan. There, on-pack advertising enables them to be given away free.

Free is Better goes one step further by using biodegradable bottles to minimise environmental impact.

But I have my doubts. Water weighs so much more. Biodegradable may not be as good as recyclable. The unit cost of advertising would have to be very high.