Cano Water, the UK canned water brand, has carried out an original marketing and environmental awareness action. It has distributed the Pollution Express newspaper, a newspaper of the future, dated 2050, which explains the harsh reality that awaits the UK if plastic pollution is not urgently addressed.
The Pollution Express leitmotif highlights that “England is officially a plastic nation,” alongside AI-generated images showing London’s iconic streets covered in plastic pollution.
In a year filled with health reports on the long-term impacts of microplastics, ineffective recycling initiatives and record plastic waste numbers, 2024 – with an estimated 220 million tons of plastic waste created this year alone – Cano Water believes the time is now to do something
From horoscopes to articles, a “Help Wanted” ad and even a “Sentimental Advice” column, the Pollution Express offers a humorous but sobering look at how the continued consumption of single-use plastic will affect the way we live, if we don’t switch to sustainable alternatives.
Founded in 2015, Cano Water is on a mission to save one billion plastic bottles from landfill by 2030, and to educate the British public about the importance of recycling and choosing sustainable alternatives along the way.
Cano Water asserts that by 2050, our oceans could contain more plastic than fish, a stark reality that alarming research has highlighted. This grim forecast serves as a catalyst to place the newspaper in that crucial year, underscoring the urgent need to take immediate action to prevent this environmental catastrophe.
Through a series of awareness campaigns, the brand has positioned itself at the forefront of the UK’s fight against plastic waste, while challenging other brands to take more action and responsibility for their plastic consumption. The Cano Water team is always looking for ways to move towards greater sustainability: in 2024, it achieved a long-standing business goal by moving its water compliance to the UK, cutting the company’s carbon footprint in half.
Josh White, co-founder and CEO of Cano Water, said, “We are taking a stand against plastic pollution by showing the citizens of London what their beloved cities will look like if plastic waste is not taken seriously. Part of this process is to encourage the public to reflect on their dependence on single-use plastic and how their habits are harming the planet.”
