Bottled water brands face some tough challenges (Focus On, 20 March). Environmental concerns about discarded plastic bottles and food miles are serious hurdles for brands.

On the other hand, water brands are also facing a brilliant opportunity to capitalise on the growing momentum behind consumer desires for a healthier lifestyle. UK consumers still don't consume enough water. So, brands need to be using marketing to offer reassurance on their environmental credentials and educate on the need to consume more water.

Therefore, it is surprising that many brands are not using more experiential marketing to engage consumers. Such campaigns can be used to target consumers in the right place, at the right time, such as peak leisure times at sports centres. Leading players must be real brand advocates, developing deep engagement through the best experiences as part of seamless integrated campaigns.

Dom Robertson, UK MD, RPM (experiential marketing agency)