Date: 03-13-2008
Starbucks will be launching a widespread campaign to distribute its new Ethos brand of water to about 40,000 convenience, grocery, and drug stores; the Pepsi-Cola bottling system will handle the actual deliveries. Ethos has thus far been primarily available only in 7,000 Starbucks stores. Coinciding with the launch, Ethos is also driving support for its mission of providing clean water to water-stressed countries by donating 5 cents from each bottle sold to the Ethos Water Fund. Pepsi is partnering with actor Matt Damon’s H2O Africa, which promotes providing clean water in Africa, for the cause and will feature the actor in a print ad campaign to create awareness and funding for the efforts. Meanwhile, Starbucks has ended its 11-year partnership with Vancouver-based Happy Planet Foods as a supplier, sources said.
