"Refilling our own personal water bottle with filtered water from the tap requires far less energy and wastes almost no resources relative to bottled water," said Josh Dorfman, a spokesman for the campaign and the author of "The Lazy Environmentalist: Your Guide to Easy, Stylish, Green Living."

It seems to work. Sigg USA, which promotes its reusable aluminum bottles as eco-friendly and stylish -- "It's not what you drink," the Sigg slogan goes, "it's what you drink it in" -- has seen sales shoot up 200% in the last three months, said Steve Wasik, the company's general manager.

The Brita-Nalgene website launched Monday, www.filterfor good.com, makes several key claims for the green-minded, including that one Brita pitcher filter (a four-pack sells at Target for less than $20) can replace as many as 300 plastic bottles "so you can get great-tasting water without so much waste. Talk about refreshing."