Ethos Water, H2O Africa Boost Water Awareness

Ethos Water, the brand dedicated to helping children get clean water, is driving support for its mission by collaborating with H2O Africa, a foundation focused on clean water initiatives. Later this month, H2O Africa's co-founder, Matt Damon, will appear in a national print advertising campaign encouraging consumers to get involved in raising awareness and funding for the world water crisis.

The campaign coincides with the expanded distribution of Ethos(TM) water into more than 40,000 convenience, grocery, and drug stores across the United States through the Pepsi-Cola bottling system. Since Starbucks acquired the brand in 2005, the product has become available in more than 7,000 company-operated stores in the United States and Canada. The water is packaged, distributed and marketed by Pepsi-Cola through the North American Coffee Partnership, a joint venture between Starbucks and Pepsi-Cola North America.

For each bottle of water sold, $0.05 is directed to the Ethos Water Fund, which is part of the Starbucks Foundation. To date, the fund has generated more than $6.2 million in grant commitments. The brand aims to contribute $10 million by 2010 to non-governmental organizations implementing water, sanitation, and hygiene education programs.

On March 22, the brand will join forces with non-governmental organizations to host Walks for Water, which are inspired by the journey women and children in water-stressed countries make each day to obtain clean water for their families. Events will take place in Los Angeles, New York, Seattle, and other communities. For details, visit

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