IntroductionThe Thai Namthip eco-crush bottle, a marketing project created by Coca-Cola Thailand is an excellent case study of a contradiction in ethical marketing. Over the past few decades, the ethical marketing mix has become increasingly important among all organizations, particularly concern about the environmental impact of packaging. The problem of plastic waste becomes an issue of great importance globally (Hawkins, 2011). Many leading companies have tried to develop new approaches in producing eco-friendly packaging or called Design For the Environment (DFE) approach (Hauschild et al., 2004). Namthip Drinking Water has rebranded and launched a new slogan, “Namthip Thinking Water”. The claim on its eco-friendly packaging is that the eco-crush bottles will help save the environment in many aspects. This leads to numerous benefits and innovations within the company. Furthermore, it has also returned ethical criticism to its marketing.Namthip, Thinking WaterThai Namthip is one of the top five players in the industry that always markets itself with an eco-friendly packaging approach. From the trend towards ethical environmental packages, global opportunities in doing sustainable business with an environmental conscience (Siamturakij, 2012) and the support that people actually buy the packaging and not the product itself as it reflects the pure quality of the water (Hawkins, 2011 ). All these factors should be a stimulus that pushed Namthip to develop an ecological project that will differentiate the brand. Namthip rebranded itself to be more environmentally friendly with new packaging, an eco-crush bottle in 2012. The investment of THB 700 million was invested in a new production line. These new innovative bottles are produced with less PET material,...... half paper....... Because the company actually has reasons behind the actions; but it still hasn't been communicated well enough. Therefore, with this action, criticism should be reduced and this marketing campaign will be more effective in the eyes of consumers. In conclusion, eco-crush Bottle project is the pioneer in Thai beverage industry which has strong concern for environment and society. Despite the increased profits achieved, if you think back carefully Namthip is still a company, not a charity or foundation; so making profits is still part of its roles. With the only certainty that the certain amount of positive environmental impacts it has generated on society is more or at least at the same level as stated. The ethics and morality in its marketing still exist intelligibly. And to have negative opinions in the minds of some consumers, it will only take time and positive results to prove and alleviate them.