Last year, we drank our way through three billion cases of bottled water — an increase of 14 percent over 2006, according to Beverage Digest. Most of that bottled water is treated with chlorine and shipped insanely long distances; too many of the plastic bottles end up in landfills. In most cases, the quality of the bottled water is not even better than the water flowing out of the tap.

The New York Times recently reported that, "Fiji [the big bottled water company] completely revised its official public image, not to mention increased its marketing budget." The new campaign is anything but subtle. "Every Drop Is Green" is one unflinching slogan. FijiGreen.com brags that the company is actually carbon negative: "The production and sale of each bottle of Fiji Water will actually result in a reduction of carbon in the atmosphere."

"Lipstick on a pig" was one reaction to its green marketing on Treehugger.com, where a reader poll on the question, “"Can Fiji Water Be Green?" was won by the answer "No; it is still 'fundamentally, inherently and inalterably unconscionable.'"

I drink tap water as often as I can. I hope you’ll consider doing so, too.