Superhero water bottles flex recycling power: Page 2 of 4

By Rick Lingle in Labels on November 14, 2019

Arguably the most iconic of all superheroes is Superman, who fights for “truth, justice and the American way.”  According to Wikipedia, Superman first appeared in Action Comics #1, a comic book published on April 18, 1938. While he wasn’t the first superhero, Superman remains the best-selling comic book superhero of all time.

The packaging’s positive vibe includes a fun Super Hero symbol on the side of the bottle that encourages kids to finish drinking their water and displays a unique capability: Once finished, kids can shine a flashlight through the bottle from a clear circular window on the sleeve label on the opposite side, which projects the mirror-image printed symbol properly on a nearby wall.

From a marketing view, the superhero series is intended to spark interest and generate sales. But there’s also a health benefit when that happens: Research shows that more than 50% of U.S. children between the ages of 6 and 19 are inadequately hydrated, which highlights the need to increase water consumption.

An NWNA spokesperson shared this with Packaging Digest: “The Nestlé Pure Life DC Collection is a fun choice for every on-the-go occasion, from school lunches to summer road trips. It's also a healthy alternative to sugary drinks with no calories and no sweeteners.

"DC Super Heroes are among the most popular in the world, and we hope these four characters, along with the Super Hero symbol on the side of the bottle, will help make drinking water more fun for families with kids.”

It’s not the first time the brand has enlisted familiar characters, in the past it has featured Emojis on 330mL/11.15oz bottles and SpongeBob SquarePants on 8oz bottles.

Next: The bottles’ special recycling abilities

Rick Lingle

Rick Lingle is senior technical editor of Packaging Digest. He’s been a packaging media journalist since 1985 specializing in food, beverage and plastic markets. He has a chemistry degree and has worked in food industry R&D for Standard Brands/Nabisco and the R.T. French Co. Reach him at [email protected] or 630-481-1426.

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