An Indian home appliance company recently introduced the idea of ‘vegetarian water’ in an ad campaign, to appeal to their predominantly vegetarian customer-base. It might seem absurd, but they’ve tried hard to make it sound convincing – they claim that their new product, the Prestige LifeStraw water purifier, ‘gives only pure and vegetarian water’.
“Pure vegetarian water? Must be an advertising gimmick!” the newspaper ad declares. And then it goes on to give reasons why it isn’t a gimmick. “Most purifiers claim to kill all viruses, bacteria and germs,” the ad reads. “But the chemically killed microorganisms remain in the water, making it safe, but effectively non-vegetarian.” Consuming dead creatures in your water, they imply, is against the principles of vegetarianism.