Jennifer Aniston has three new movies in the pipeline, a new man, and a new ad campaign that has stirred up a bit of controversy. The former Friend is the newest spokeswoman for smartwater, bottled by Glaceau -- a new acquisition for Coca-Cola (NYSE: KO).

Ms. Aniston's latest gig has reportedly ruffled the proverbial feathers of some environmentalists who see bottled water as yet another trapping of consumerism junking up the nation's landfills. The organization Food and Water Watch is launching a "quit the bottle" campaign, championed by some restaurants who are starting to serve from the tap instead of the bottle. Group leader Victoria Kaplan noted that "consumers are waking up to the myth of bottled water, despite celebrity endorsement." According to the Watch's research, 86% of all used water bottles are simply discarded rather than recycled.

Some of Aniston's Hollywood peers are among the anti-bottle brigade; according to Radar Online, Green spokesman Leonardo DiCaprio has produced the short film Water Planet to help raise awareness of the issue, while Sarah Jessica Parker is working to improve tap water regulations.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.