Selling water: Coke, Pepsi look to make water rain money

NEW YORK - Bottled water is starting to seem more like soda, and sometimes taste like it, too.

As bottled water surges in popularity, Coke, Pepsi and other companies are using celebrity endorsements, stylish packaging and fancy filtration processes like "reverse osmosis" to sell people on expanding variations of what comes out of the tap. They're also adding flourishes like bubbles, flavors or sweeteners that can blur the lines between what is water and what is soda.

For this year's Super Bowl, PepsiCo even ran an ad for its new Lifewtr, promoting the drink in a spotlight typically reserved for sodas. Also running their first Super Bowl ads were Fiji and Bai Brands, which sell "enhanced waters" made with fruit juice and stevia sweetener.