So Aquafina is being called out as the middle market product that it is: tap water.

So what’s really the selling proposition for Pepsi on this one? One guess is really that consumers, and a lot of them, are basically buying bottles. Maybe Aquafina has a chance to go one step better by going green, and making slightly more durable bottles that can and should be reused.

Know what they call reusable, durable bottles? Flasks…

Oh, and in looking into the novel concept of not being so wasteful and using durable bottles, Nalgene is already on it:

With green gaining steam with the public, we’d like to hope Pepsi sees this as an opportunity to hit the tipping point.