One Water created a water bottle that appears to be full of gross, unappetizing water. But in a clever twist, the water is good to drink because the bottle has an exterior sleeve making the water appear murky. What is the purpose of doing this?

According to a Huffington Post article, Duncan Goose, One Water founder, said, “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. It makes a very strong impression when it sits alongside other water bottles and we hope it will awaken shoppers’ curiosity.”

While not currently available in stores, the water bottle was released in conjunction with World Water Day on Wednesday, a day focusing on the global water crisis.

*AWWA does not endorse any products or services.*