The uber-hip, eco-friendly bottled water company, Fred Water, is selling empty versions of their flask-shaped water bottles to encourage people to fill and refill with free water. Contrary to other brands in the market, Fred Water is making a splash claiming that it does not “make water something it’s not” and does not base success on the number of units sold. Rather, the brand’s core mission is simple: to shift consumers off sugar and on to water, and to reduce its impact on the environment. With the popularity of the water flasks being at an all-time high, the brand saw an opportunity to make a positive impact on the environment, opting to sell its “pocket-friendly” flasks empty and then encouraging people to use and reuse them again and again. Join the conversation on Twitter or read more here on the counterintuitive marketing play.