Our headline was “borrowed” from this recent Economist article which discusses the latest revelation that PepsiCo’s Aquafina brand of bottled water is actually purified tap water from public sources (but was not clearly described as such). And it goes on to analyse why consumers seem willing to believe that bottled water is better despite compelling doubts (e.g here, here and here).

Below is Penn and Teller’s characteristically witty but poignant take on this, which just goes to show how lucrative FUD marketing can be – last year the US bottled water industry raked in $11bn.

Via Agencyspy