Case Study: Agency Recasts Water Bottle Maker’s Tainted Reputation With Refreshing Splash of Environmental Stewardship


Company: Nalgene Agency: Cercone Brown & Co. Timeframe: January 2009 - Present Nalgene, a Rochester, New York–based maker of plastic bottles for sports and outdoor enthusiasts, faced a major crisis in 2008, as the company fought negative media coverage surrounding the use of the potential harmful chemical BPA in its products. Though the company’s actions—including the choice to stop making products containing BPA—helped lesson the damage to its reputation, residual effects of the controversy remained, particularly online. “It wasn’t that the chatter that was so negative, it was just inaccurate,” says Len Cercone, founder of Boston-based PR agency Cercone Brown. Nalgene, who has worked with Cercone Brown since 2006, felt it needed to refocus the attention of consumers to its heritage of environmental responsibility.

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