March 11, 2008 - Pepsi and Starbucks, co-owners of the Ethos water brand, are countering bottled water's bad rep with a new a campaign appealing to consumers' sense of eco-philanthropy, Advertising Age reports. For each bottle sold, five cents goes to a fund aimed at cleaning up Africa's water supply.The print ads, created by BBDO Worldwide and fronted by actor Matt Damon, will run in the April and May issues of magazines including Time, GQ, and Vanity Fair. The ads read:

Bottled water has taken a beating recently by eco-conscious consumers who charge that many of the recyclable bottles end up in landfills. Major bottled water companies including Pepsi, Coke, and Nestle are working hard to answer the criticism, boosting recycling efforts and redesigning their bottles to use less material.