UK bottled water brand One Water is trialling a new dirty-looking bottle design to highlight the plight of the 663 million people worldwide with no access to clean water.

The company is trialling alternative packaging and has developed a sleeve for its bottles to make the clean Welsh spring water they contain look dirty. These trials coincide with World Water Day on 22 March.

One Water is using this test packaging to urge consumers to ‘drink and think.’ The company's founder Duncan Goose said: “By 2020, the British population will consume close to 4.8 billion litres of bottled water per year, which adds up to more than 70l for everyone in the UK. 

“I wanted to turn this into a force for good, a source of funds that benefits the billions of people worldwide who don’t have a reliable clean water source.”

By 2020, the company is planning to raise £20m for water projects. Launched in 2005, One Water is available from Starbucks locations across the UK, World Duty Free stores in airports, on Virgin Atlantic flights worldwide, and from a range of small retailers and wholesalers in the country. 

Trial versions of the new bottles are being market tested.

Goose further added: “It seems counter-intuitive to be trying to sell a bottle of water that looks dirty, but we think it’s a useful moment of reflection in our busy days and an opportunity to support a business that pours its profits into clean water for everyone rather than into the bank accounts of corporations.”

Image: One Water has developed a sleeve for its bottles to make the clean water look dirty.  Photo: courtesy of One Water.