
Really, that's what they've called themselves.
Personal opinions on the evils of the bottled water industry aside, I like this bottle. Specifically, I like the name and the copy on the back. The shape is lack-luster,conventional, and a yawn. However, all is well and good because these lads knew where to stick their schtick.
The messaging is spot-on. It's irreverent, dry, witty, funny, and slightly combative; everything I like in a good dose of product copy. In this over-crowded market you need to stand behind your product. Get a little Napoleon with your tone. Be too big for your britches. Read on here, and here.