It’s more like get-free-junk-that-will-sit-in-a-landfill-for-eons-once-it’s-deemed-useless day. Brita did the same thing for Earth Hour. It would be a much more progressive hydration enabler if Brita would find a way to make the billions of filters they give out (or people buy) biodegradable over time, at least. They could secure their consumer base ensuring that the filers actually have to be changed, to avoid corn and who-knows-what-else flavoured water (oh yes, and if you’re one to care about the lead in your water).