No, Canned Water Will Not Save the Planet
Ever & Ever believes people care enough about the planet to stop drinking water from disposable plastic bottles. But not enough to give up packaged liquids.
In early June, the Museum of Plastic appeared in New York’s SoHo. Created to highlight the problem of ocean plastic, the space featured such exhibits as a giant receipt for $200 billion—the projected revenue for water in plastic bottles by 2022—listing other uses for the money, such as paying off the Fyre Festival debt.
The pop-up was a marketing campaign to introduce Ever & Ever, a $1.99 bottle-shaped aluminum can with a screw-off top filled with soft-tasting water, balanced with electrolytes. The company says it’s coming to Walmart.com and Amazon.com “soon” and then to local convenience stores. It’s just one of a growing number of products being pitched as an alternative to the 50 billion single-use plastic bottles Americans use annually. Those consumers are more concerned about plastic in oceans than climate change, according to a new study by the Shelton Group; 80 percent said they would buy an alternative to single use plastic if given the option.