I don’t believe there is such a thing as a coincidence, and so I don’t believe it’s coincidence that since a class action lawsuit against Nestle’s Poland Spring Water got new life in court, so did a new marketing campaign for the bottled water brand.
A federal judge in Connecticut recently ruled to allow the case against the bottled water company to move ahead in all but one northeastern state, including Maine. Now airwaves in Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania and Rhode Island are flooded with commercials for the bottled water.
The case is centered on the question of whether bottled Poland Spring water really comes from a spring or from other sources and alleges the company is fraudulently using the term “spring water”, and that its water does not come from springs. In fact, plaintiffs call the company’s “100% Natural Spring Water Products” a “colossal fraud perpetrated against American consumers.”
To clarify for all of us regular joes, water does not need to be collected from the surface of a cool, crisp and green mountain spring to give obtain the the label of “Spring Water”. The definition of Spring Water according to the FDA is “Derived from an underground formation from which water flows naturally to the surface, this water must be collected only at the spring or through a borehole that taps the underground formation feeding the spring. If some external force is used to collect the water through a borehole, the water must have the same composition and quality as the water that naturally flows to the surface.”
According to the details in the lawsuit and the FDA guidelines, Poland Spring Water may actually be considered “Groundwater”; which is not uncommon in bottled water brands, however it’s misleading to the consumer… if you were to put two bottles of water next to each other, both for $1… but one said “Source: Groundwater” on the label, and the other said “Source: Spring water” on the label… which would you choose? Exactly. We would choose Spring water, out of no other reason than assuming that it’s better. Thus a lawsuit for Poland Spring.
Read more about the lawsuit here
There’s a lot of money fueling what I call the Great Madison Avenue Marketing Monster which is clearly trying to counteract any possible negative fallout coming from the court case.
Since the judge’s ruling, several different television commercials for Poland Spring Water are airing everywhere in the northeast, everyday.
In one ad titled My Journey, we see hear and see water, water in its natural environment … rushing down over lush, green hills and over rocks depicting the State of Maine… the state from which the company says the water originates.
A sultry voiced woman speaks as the water, in the first person.
The first line, “I don’t come from tap, I come from springs”.
A second commercial titled, Protecting Maine’s Natural Resources, depicts Mark, a lifelong Maine resident and a geologist for Poland Spring who has devoted his life to protecting his state’s connective water systems.
He says the company monitors hundreds of sites, including snowy woodlands, crystal streams and glacial aquifers, in order to preserve natural resources for future generations.
I’ll call this as I see it; by swamping the airwaves, the company continues to spread the message as loudly as possible, while still being challenged in court.
And because so many are quick to believe what they see and hear on TV, and simply too lazy to or too apathetic to dig a little deeper, the message works.
Let’s all take our blinders off. Let’s try to understand what’s going on here. Let’s not allow another big bottled water to get away with spreading alleged lies in order to continue lining its own coffers.
What ever the outcome of the lawsuit, use this as an eye opening opportunity to be informed about where your overpriced bottled water, with ‘sprinkled-microplastics’ comes from.
It’s cliche … but I believe coincidences like that don’t exist.
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