Standing on a railway platform I noticed an advert plastered on the drinks dispenser, for Evian mineral water.  Clearly, the message was about health and well-being, showing a glowingly fit young man alongside a perfectly formed toddler who looked like a baby brother.  But for me the strapline, ‘Live young’, missed a trick in conjuring one of the other benefits of drinking clean water.  I would have put: ‘Live young, die old.’

Dear Mr. Chief Marketing Officer at Evian mineral water – once you have revised your marketing campaign, feel free to send me a generous cheque. In the interests of transparency, I will mention that I only drink tap water for the most part.