Coca-Cola and Pepsi are depending on 'the greatest marketing trick of the century' to save business

@smartwater on Instagram In the next few years, bottled water will likely overtake carbonated soft drink sales. Surprisingly, that could be good news for soda giants — and bad news for consumers. “Bottled water is the marketing trick of the century,” writes John Jewell in The Week. Companies selling bottled water, he argues, have managed to convince Western consumers that buying water is a healthier choice than sugary soda. However, the comparison is a case of false equivalence. Bottled...