Corporate Accountability International has demanded that The Coca-Cola Co. reveal the source of its Dasani bottled water, but no such demands are made here in Australia for Pump bottled water to clearly state its source on the label. Pump is Australia’s most popular glorified tap water in a bottle. So next time you buy Pump bottled water ask yourself, should the source be clearly marked on the front of the label?

The vast bulk of our water use is for human consumption, as a key ingredient in most of our beverages. We have two sources of water for our drinks – mains, or “town” water for production of our soft drinks, energy drinks, juice and sports drinks and spring water, or groundwater, for our bottled water.

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I believe if it was clearly labeled people would not be as influenced by the mighty advertising campaigns that Coca Cola Amatil implement. Be street smart and realize the true cost of public mains and town water. All your doing is helping a giant get bigger at the expense of the tax payer, you.

How ironic that a little sexed up bottle pumped with mind altering advertising can take from the poor and give back to the rich ten fold. Coca Cola Amatil and others should be made to pay full market price for the resource. There is no question about it, a mining company bears the costs of developing, maintaining the resource and pays royalties. So if water is the most valuable and most expensive resource to maintain, why is it so cheaply sold to the likes of Coca Cola Amatil.

The state governments should consider sexing up the town and mains water with the same advertising and marketing techniques used by Coca Cola Amatil. This will ensure all taxpayers get the best returns for our precious resources. 

Professor White says the price should be up to three times higher and the figure is not just based on pure economics.

"If we take into account the massive spending spree on infrastructure [water] should be higher. Some of the proposals are well over $2," he said.

"More importantly we are not including the impact on the environment so there’s a whole range of externalities [that could] drive it up potentially to over $3 per kilolitre or cubic metre. "

Coca-Cola has started advertising its bottled water brands with the same high-octane commercials usually associated with Coke promotions. Australian ads for Mount Franklin show Coca-Cola’s shiny, happy people having fun under cool, clear water. Overseas, their American brand, Dasani, is sold with sexy nightclub scenes and a blonde model slithering out of her underwear.

From the horses mouth…………….

 "People aren’t motivated by the source story," says Martin Prebble, marketing manager for Frucor, the energy drink company behind H2Go. "They don’t really care if it’s spring water or filtered water. To the consumer, it’s all just plain water."

Nothing plain about the ingredient that sustains life on earth, it belongs to everyone and it should be respected. Ignorant and greedy people never see past the marketing and advertising.