Can bottled water be good?
Project100® was an idea to repurpose Snapple’s anemic water brand into something socially relevant to the brand's waning reputation. Although they were all to contain the same purified water. The labels on the biodegradable plastic bottles would come in a variety of colors, each one would representing a different aid organization. 100% of the profits from those bottles would go to those specific organizations. We thought, if it doesn’t make much profit anyway, let’s make it 100% “non-profit-able” and let it drive the brand’s image. Hopefully it would result in increased Iced Tea and Mango Madness sales.