green
POSTED BY Mark DiMassimo | September 8, 2009 2:04 pm | PERMALINK
Let me say this. I like SIGG. I think their bottles are terrific and stylish. We hope our Tappening Movement is providing them more business than competition, and we believe it is. Here, Steve Wasik, the SIGG CEO apologizes for keeping a key fact from his customers. It is a rare full apology, more typical of a cornered public servant than the leader of a commercial enterprise — and it was both necessary and appropriate. I expect SIGG will recover from this crisis. There’s a lot to learn from this about building brands — especially “green” brands — in a social world.
Tags: bottles, green, social, Social World, tappening
POSTED BY Mark DiMassimo | June 12, 2009 11:47 am | PERMALINK
I’m privileged to serve on the board of this exceptional conservation organization, along with many truly brilliant colleagues, among them board Chairman Wendy Paulson and recent addition Dan Heath of “Ideas That Stick” fame.
Rare applies the best practices of social marketing to build local communities that achieve essential conservation goals in the world’s most remote places. (more…)
Tags: advertising, conservation, environment, global, green
POSTED BY Team DIGO | April 24, 2009 10:58 am | PERMALINK
A movement, a product, a campaign.
DIGO took a marketer’s approach to ending the world’s burgeoning love affair with bottled water, an overpriced and resource-draining product that just ends up overcrowding our landfills.
Our idea was simple: if people had a brand to associate with tap water and could visibly share that brand as a badge of honor, then they would.
Tappening encourages people to “Think Global. Drink Local.” Essentially, we’ve decided to ditch the bottle. And we hope to convince some other people to do the same. It’s a frivolous and wasteful habit, and we think that we could live without it.
The campaign has a website, print ads, a YouTube presence, buzz work and a Facebook page. Tappening also sells reusable water bottles for $14.95 each (Leonardo DiCaprio was one of our first customers). The Tappening movement is even linked to a film about our incessant creation of landfill mass, called Garbage!
So take a look, and feel free to order a good-looking, non-disposable water bottle.
(more…)
Tags: creative, digo, Education, eric yaverbaum, green
POSTED BY Team DIGO | March 30, 2009 7:36 pm | PERMALINK
Slate.com: BizBox
By Marc Tracy
Independent Street presents the story of two entrepreneurs who launched a Website, Tappening, initially and ostensibly for the public-service cause of drawing attention to the environmental downsides of purchasing and using disposable plastic water bottles. To fund the project, they offered 39,000 reusable plastic water bottles for sale. And they succeeded in selling those 39,000 water bottles. In two days. Then they sold 350,000 more, grossing over $6 million. And counting.
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Tags: digo, green, philanthropy, pr, Press
POSTED BY Team DIGO | March 29, 2009 9:42 pm | PERMALINK
The Philadelphia Inquirer
By Diane Mastrull
Going green in business might seem altruistic.
But just like health care, the environmental industry is a business sector - one of the few these recessionary days with growth potential. And those toiling in it hope not only to do some social good, but also to make money in the process.
Not that there’s anything wrong with that. Or is there?
A Web poll last week tried to gauge public sentiment on the greening of capitalism.
When asked whether two New York marketers who promote the use of tap
water and environmentally friendly bottles they sell are “greedy entrepreneurs,” “selfless environmentalists,” or “both,” respondents gave mixed reviews.
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Tags: digo, eric yaverbaum, green, pr, Press
POSTED BY Team DIGO | March 25, 2009 10:03 pm | PERMALINK
The Wall Street Journal / Blogs
By Kelly Spors
If you launch a public-awareness campaign about an important environmental cause – and then generate $6 million in sales from it — are you a greedy entrepreneur or a selfless environmentalist? Or both of the above?
That’s the question Mark DiMassimo and Eric Yaverbaum are asking.
(more…)
Tags: digo, eric yaverbaum, green, mark dimassimo, pr
POSTED BY Team DIGO | December 8, 2008 11:20 pm | PERMALINK
Scientific American
By Mark Fischetti
Using viral marketing to break the world’s addiction to bottled water
What began as a public relations campaign to encourage people to switch from bottled water to tap water has turned into a brisk business.
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Tags: digo, eric yaverbaum, green, pr, Press
POSTED BY Team DIGO | November 26, 2008 11:17 pm | PERMALINK
TreeHugger.com
By Warren McLaren
At least that’s the assertion of Eric Yaverbaum, of Tappening, an anti-bottled water enterprise, as outlined in an interview with the excellent Wend magazine: “And if you don’t buy my environmental argument, buy my financial one… financially speaking if you drink 8 glasses a day you will spend $1400 a year buying bottled water. If you drink 8 glasses a day and you get it from your tap you’ll spend 49 cents. This would be a really good year to save your $1400 on a product that not only hurts the environment but it hurts your pocketbook.”
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Tags: digo, eric yaverbaum, green, pr, Press
POSTED BY Team DIGO | September 17, 2008 11:06 pm | PERMALINK
Influential Marketing Blog
Got your attention? That’s the brilliant tagline of a new campaign from the folks behind Tappening, a grassroots effort to tell Americans (and the world) about the dangers of bottled water and encourage them to switch to tap water. I have written about the campaign before as a good example of cause related marketing that encourages people to take action. They are continuing the effort with a very topical campaign designed to generate awareness and perhaps influence legislation as well. The campaign uses powerful facts delivered through blog posts with headlines such as “40% of bottled water IS tap water” and a simple website designed to give you enough ammunition not just to become more aware of the issue, but also to retell it to others. At the end of the day, it’s a useful example for marketers not only for taking on a good cause, but doing it in a way that makes it likely for people to not just support the effort, but also tell others about it. They are meeting the most important criteria for effective word of mouth marketing … actually giving people something to talk about. Oh, and by the way, McCain has a drinking problem too - here are a few more ads from the campaign:
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Tags: digo, green, obama, pr, Press
POSTED BY Team DIGO | September 15, 2008 11:02 pm | PERMALINK
Adweek
By Eleftheria Parpis
NEW YORK DiMassimo Goldstein’s “Tappening” campaign, the New York agency’s nine-month effort to encourage people to drink tap water rather than its bottled equivalent, takes a political turn this week with new ads that proclaim both presidential candidates have “a drinking problem,” which is revealed to be: “Bottled water.”
The new ads, which begin running in swing states in October, kick off the agency’s second national campaign directing consumers to Tappening.com. They feature silhouettes of John McCain and Barack Obama drinking bottled water. “The candidates will focus on key environmental issues,” reads the copy on one ad showing both nominees. “Bottled water should be one of them.”
(more…)
Tags: digo, green, mark dimassimo, obama, pr
