Aquafina's All Dried Up

There's many brands of bottled water trying to sell the image of purity and quality while providing a status symbol, but deep down, how many of us *really* bought that? Everyone I ask speculated it was just glorified tap water. Turns out they were right. Aquafina, the bottled water distributed by Pepsi Co landed itself in hot water (so to speak) when public attention was brought to the fact that it is drawn from the Mississauga public water source, although a source in Vancouver is also used for the west coast. From now on, Aquafina has to display this fact prominently on the label, to let consumers know that the water comes from a public water source. I personally can't think of a worse thing to happen to a brand. The image of purity and luxury, and the mental image of clear, unpolluted water from some distant exotic glacier is all the bottled water industry really has to work with. With this shattered, can Pepsi Co snap back? Is Aquafina going to vanish due to all the bad press? Rumor has it that similar label changes have been suggested to Coca-Cola for their brand of water, Dasani. Maybe this will mean the end to "gourmet" bottled water? But not likely. Personally I think there has to be a change after this. I can't really picture everything going back to the way it was. What happens to a brand when it's image gets shattered? I'll be following this story very closely for the end.