Coke Putting Dasani Water in Cans Amid Backlash Against Plastic buff.ly/300Aui5
Let's be blunt: consumers who can't grasp that filtered tap water is *usually* better quality than this bottled stuff are looking for a "pure, fresh" and convenient hydration experience.

While plastic is a proven environmental and ecological hazard, aluminum or other metallic cans have not benefitted from the millions and millions of dollars that the plastics industry invested in fomenting an aura of purity that infects consumer consciousness.

In short, I suspect that shoppers won't go for cans of water as readily as they did plastic bottles. You can't SEE the crystal clear water, and there will be inevitable complaints about the metallic taste, however baseless these may be.

I may be wrong, but - in the absence of a really smart promo campaign - I see this initiative getting canned in short order. While it's great to see a move away from plastics, cans won't be accepted as a viable substitute. @CocaCola and @PepsiCo need another packaging solution.

...or maybe consumers need to recognize that we're talking about water here, and brands such as @CamelBak @GoContigo @HydroFlask @Lifefactory @swellbottle need to see the opportunity before it is squandered!