Apply liberally and frequently to dry people.

From VSL:
It’s not shocking to learn that Americans drink more bottled water than they did ten years ago, but how much more is astounding. Sales of bottled water have increased by 170 percent since 1997, surpassing sales of both beer and milk. In Bottlemania: How Water Went on Sale and Why We Bought It, journalist Elizabeth Royte spins a compelling story of how beverage companies have successfully persuaded Americans to spend more than $10 billion annually on a product that’s available everywhere practically free of charge.

I myself have several favorite water brands, but most recently SmartWater has been leading the pack. Truly, the electrolytes aren't impressive. It's the packaging design that I have come to love. Visually, it says, "I am pure, iconic, artful, forward thinking and witty." And guess what? That's the type of person I want to be, so thank goodness there are products that can help my friends and me to broadcast those ideas by choosing particular products.

Facetiousness aside... Five years ago -- or even three -- I wouldn't have believed that I could really trust in any particular brand or company. The person I am now would have represented a sell-out to the Kimmy of the past. Interestingly, though, consumer culture has become something that is interesting, something that I can debate, discuss and align my own values and/or personality with. Consumer culture is no longer about just 2 camps - being "anti" versus buying in / being a sellout. It is now about participating on one's own terms by educating and informing oneself to make informed decisions and to support brands that align with your own values. There is something for everyone.